The purpose of this study is to identify what motivates people to purchase golf 치ub. Candidates used in this study were people who have valid membership card in driving ranges located in seoul vicinity. Purpose Sampling Method was used to 250 students to conduct the case study but only 204 students results(8l％) were applied for final analysis. In order to identify the people`s motivation, special survey drawn up by the expert was used and executed the result by way of t-Test and One Way Anova which showed following results; First, Satisfactory level of purchased product was different according to consumer`s individual characteristic such as one`s job, golf career and a primary factor of purchasing of golf club, Satisfactory level was high in the group having golf career more than 12 years and in the group considering the price of the product mainly, However, satisfactory level was low in the group having career less than 3 years and in the group considering product`s reliability and consistency. Second, Reliability on mass media to purchase product was different according to consumer`s individual characteristic. Reliability on mass media was high in the group having career more than 12 years or having a liberal profession, And reliability in male group was higher than female group. However, reliability was Low in female group and in the group having career less than 3 years. Third, Practical sense used to purchase product was different according to consumer`s individual characteristic such as one`s gender and family income, Practical sense of purchasing product in male group was higher than that of female, And the sense was high in the group purchased product more than 2 million won but Low in the group purchased product more than 7 million won.