Purpose This paper aims to identify the relationship between participation motivation, satisfaction and exercise adherence intention of golf range users on the basis of self-determination theory. Design/methodology/approach For this purpose, the authors proposed research questions and a conceptual research model as well. Then, the authors surveyed users of golf ranges located in Seoul Metropolitan City and Gyeonggi-do province. Findings By applying convenience sampling, the authors received a total of 313 questionnaires. Results were as follows. First, among the participation motivation sub-factors, health-oriented motivation, achievement motivation, pleasure-oriented motivation and self-displayed motivation had a significant effect on emotional satisfaction, while achievement motivation and pleasure-orientation motivation had a significant effect on performance satisfaction. Second, the following participation motivation factors had a significant effect on exercise adherence intention: health-orientation motivation, achievement motivation and pleasure-orientation motivation. Third, among the satisfaction factors, emotional satisfaction and performance satisfaction both had a significant effect on exercise adherence intention. Originality/value This is one of the first papers to examine the relationships that exist between golf range users’ participation motivation, satisfaction and exercise adherence intention.

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Previous researches on advertising type of extension product have limitations in focusing on adult and simplifying advertising type of extension product as elaborational/relational ad. This study expands to children and subdivides advertising type of extension product by elaborational/ relational/elaborational-relational ad. Based on these experimental setting, this study investigates the effects of interaction between age and advertising type in incongruent brand extension. The results show that adult's evaluation on incongruent extension product is the most favorable in elaborational-relational ad. On the other hand, children's evaluation on incongruent extension product is the most favorable in elaborational ad. Based on these findings, theoretical and practical implication and future direction are discussed.