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This study is designed to help the companies in the golf industry establish effective marketing strategies and improve their images by investigating the consuming patterns of consumers for golf products and analyzing their buying patterns by means of behavioral study on the image of golf business. For this purpose, questionnaires were distributed through e-mail or banner advertisements to the internet users who, in their 20s or older, have experienced buying golf-related goods, using golf training courses or playing golf in the filed. Out of 1,000 respondents, 940 were adopted randomly as samples, with the incomplete or missing data excluded. SPSS/WIN 10.0 program was used for frequency and factor analysis of the collected data. For further details, t-test, one-way ANOVA and multiple regression analysis were conducted. The conclusions from the findings of this study are as follows: First, in terms of socio-demographic character of golf industry business image factors divided by reliability image, sympathetic image, social image, there was a statistically significant difference in gender, age, education, income, exercise time, exercise career. second, in terms of socio-demographic character of sports consumption behavioral factors, there was a statistically significant difference in gender, age, income, but no statistically significant difference was found in education, exercise time, exercise career. third, the golf industry business image factors appeared to account for generally the behavior of golf-related consumption by 2.2% of the whole variants of consumption behavior. It was further revealed that the reliability image factor(β= .254) and sympathetic image factor(β= .398) exercised a positive influence upon the consumers' behavior while the social image factor(β= -.143) affected the consumers' behavior negatively.