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Abstract
In recent decades, the golf equipment sales industry has experienced tremendous growth across the United States. Many industry professionals believe that a substantial portion of this growth is a result of the development and diffusion of launch monitor technologies into the marketplace that has allowed for the application of analytical science into golf club fitting and retail sales. The use of this technology has made it possible for golf equipment retailers to offer high performance analyses that are completely personalized for each individual based on the kinematic assessment. Adopting a quasi-experimental research design in an applied business setting, this study was designed to examine the impacts of this advanced analytical technology on golf consumer purchasing behaviors. Research findings revealed that the inclusion of launch monitor technology in the sales process accounted for significant increases in consumer learning, shopping experience, and expenditure amount. The findings offer practical implications for golf merchandise entities that are considering the use of this technology in daily sales operations.