• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
• /
• v.5 no.4
• /
• pp.753-760
• /
• 2015

The Korean wine market is growing year by year recently especially in Off-trade market. It shows not just a part of the very few consumer-driven trend. The purchases of wine is always not so easy because the risk factors and failure points occur when buying wines. Most of wine consumers feel difficulties when buying wines at phase of previous step, buying step and after buying step. Wine consumers can be divided into the wine experts, wine lovers, novices, outsiders. To guide an wine buying with less failures to each representative of wine consumer characteristics and needs, user persona and scenario for the reduced failure were derived.

• Journal of the Korea Society of Computer and Information
• /
• v.18 no.12
• /
• pp.123-138
• /
• 2013

This paper was to figure out why online wine purchasing is not activated despite of the many advantages of having online transactions and to fine key determinants of online wine purchasing intention. Thus, the purpose of this study was to identify the determinants of online wine purchase intention, and examines the relationships between the determinants and online wine purchase intention. Data was collected from those who have experienced in using online wine store to purchase wine, and data was used to test the proposed research model. The findings showed that perceived usefulness and social influence(subjective norm, image) were key determinants of online wine site trust, but they were not related to online wine site trust. It also was found that perceived usefulness, perceived ease of use and subjective norm were positively and significantly related to online wine purchase intention whereas it had no relationship with image. In addition, online wine site trust was shown to influence on online wine purchase intention. Finally, the mediating effects were found in the relationships between perceived usefulness, subjective norm, and online wine purchase intention. Based on the results of the study, implications for future research are drawn.

• The Journal of the Korea Contents Association
• /
• v.11 no.2
• /
• pp.446-456
• /
• 2011

The purpose of the study is to understand the characteristics of consumers and to provide useful information for the wine vendors to make future sales strategy and a marketing plan according to the origin of the imported wine thorough the factors influencing consumer preferences and purchase intentions. The questionnaires were distributed to consumers who had purchased wine and 224 was collected then analysed. As a result, the origin of the wine had a significant effects on quality and risk perception when consumers evaluate products. Also, the origin of the wine had a significant on consumer's purchase intention.

• Culinary science and hospitality research
• /
• v.19 no.5
• /
• pp.225-233
• /
• 2013

This study did a sample survey of five wine sellers located in Seoul to analyze wine purchasers' selection attributes based on the taste of food. Total 180 copies of questionnaire were used. The frequency analysis, t-test, and ANOVA were performed using statistics package programs, and the results are as below. The verification result of the taste by the gender of wine purchaser was meaningful in factors such as the taste of overall harmony, taste of food, and taste of 4 flavors. The verification result of the taste by the educational background of wine purchaser was meaningful with the taste of overall harmony, taste of food, and taste by recipe. The verification result of the taste by the income of wine purchaser turned out to be meaningful with the taste of overall harmony, taste of 4 flavors, and taste by recipe. The verification result of the taste by the eating and drinking frequencies of wine purchaser turned out to be meaningful with the taste of overall harmony, taste of 4 flavors, and taste by recipe.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.14 no.12
• /
• pp.6133-6145
• /
• 2013

With the increasing number of online wine stores, customers are increasingly seeking to purchase wine online. On the other hand, purchasing wine online is prohibited by law or regulation in Korea. Therefore, customers mainly search for wine information, inquire about wine products, and make a pre-purchase at an online wine store. Online wine stores play important roles in customer's purchase decision-making, and are likely to be a useful wine distribution channel in the near future. Therefore, the aim of this study was to identify the determinants of the online wine purchase intention, and examine the structural relationships between the determinants and online wine purchase intention. The site quality of online wine stores (information quality, system quality, service quality), and perceived value (quality value, price value, emotional value, social value) were selected as the determinants of online wine purchase intention based on literature review. The data was collected from those who had experience using an online wine store to purchase wine, and the data was used to test the proposed research model. The findings showed that the information quality was not related to the perceived value (quality value, price value, emotional value, social value). The system quality was proven to be positively and significantly related to the quality value, price value, and emotional value, whereas it had no impact on the social value. In addition, the service quality was found to affect the perceived value (quality value, price value, emotional and social value). Finally, the results showed that the quality value, emotional value, and social value have a positive impact on the online wine purchase intention, whereas the price quality is not related to the online wine purchase intention. These results are expected to make a contribution to a better understanding of how the quality of online wine stores and the customer's perceived value affect the online wine purchasing intention.

• Culinary science and hospitality research
• /
• v.15 no.2
• /
• pp.121-135
• /
• 2009

The pattern of liquor consumers started to change as the well-being trend and great interest in health have risen for the last few years. In particular, consumption of wine is gradually increasing with the findings revealing that drinking proper amount of wine is good for preventing various adult diseases such as sclerosis of the arteries, heart disease and aging. Accordingly, this study aims at understanding the importance of wine buyers' choice attributes when buying and drinking wine in order to contribute to satisfying customers, popularizing wine and expanding its base. From December 1 to 31 in 2008, it made a survey on natives and weekly settled population living in Seoul area who had bought wine at a wine retail shop with literature and positive researches. It made an application of SPSS 12.0 to analyze the importance of wine buyers' choice attribution based on the demographical characteristics and use behavior with such analysis methods as the frequency analysis, the factor analysis, the reliability test, ANOVA and multiple regression. The results are summarized as follows. First, it showed that there are significant differences between buying and drinking wine by producing countries, buying places, prices, companions except for the number of drinking times, drinking places, and information sources. Second, it showed that wine buyers' choice attributes such as brand characteristics and effects on health have a positive effect on customer satisfaction.

• The Journal of the Korea Contents Association
• /
• v.14 no.1
• /
• pp.478-487
• /
• 2014

The purpose of this research is to find out how the characteristics of healthy lifestyle and wine selection influence each other, and how healthy life and wine selection themselves influence the overall satisfaction of wine. The data collected for this study was taken from a sample of 285 persons during the period of August 29, 2013 to September 29, 2013. Extrapolating from the data, three different characteristics of a healthy lifestyle were identified: health confidence, health sensibility and a desire for good health. Three different characteristics of wine selection were also identified: wine label, wine experience and wine recommendation. The relations of influence between healthy lifestyle and wine selecting attributes were analysed through canonical correlation and regression analysis. This report concludes that healthy lifestyle and wine selection strongly influence each other and their combination has a significant influence on the satisfaction of wine. Among the different healthy lifestyle characteristics identified, the desire for good health was the primary factor that significantly influenced wine satisfaction. With regard to wine selection, the label of wine and experience of wine were the primary factors that significantly influenced wine satisfaction.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2019.10a
• /
• pp.763-766
• /
• 2019

최근 사람들의 삶의 질이 향상됨에 따라 기호품인 와인의 수요가 늘어나고 있다. 그러나 와인은 생산하는데 길게는 수십 년이 걸리는 고가의 제품이므로 소비자가 와인과 잘못 구매했을 때의 기회비용이 크다. 본 논문에서는 전문 와인 테이스터 들의 후기 빅 데이터를 활용하여 딥러닝 기반 추천시스템을 개발을 다룬다. 테이스터 들의 후기 빅 데이터에 대해 Apache Pig와 자연어 처리를 통한 전 처리 과정을 수행해 리뷰 별로 특징 벡터를 구성하고, 하이퍼 매개변수 최적화와 조기 종료 기법을 사용해 데이터에 대하여 최적의 딥러닝 분류기를 구성하였다. 마지막으로, 구성된 시스템의 신뢰도를 검증하기 위해서 딥러닝의 정확도와 오차율을 확인하였고 시스템이 추천한 와인을 시각화 이미지와 비교하여 성능을 검증하였다.

• Culinary science and hospitality research
• /
• v.15 no.4
• /
• pp.200-211
• /
• 2009

The objective of this study is to draw a guideline in developing a training program for sommeliers. To accomplish the objective, an exploratory study was conducted through field professionals and sommeliers between May and July in 2009 adopting the Dacum method. As a result, a sommelier is regarded as a professional who possesses vast knowledge in wine, food & beverage and outlet operation and offers assistance to a guest. Six distinctive areas of duties such as preparation of guest service, guest encounter service, outlet preparation, outlet management, wine purchasing and cellar management, self improvement were drawn in this study comprising 93 following tasks which explained job description of a sommelier. Guest service encompasses 13 tasks such as outlet maintenance and guest encounter service with 40 tasks such as encountering a guest. Outlet preparation contains 6 tasks such as outlet preparation while outlet management contains 13 tasks such as guest management. Wine purchasing and cellar management contains 6 tasks such as wine purchasing while self improvement contains 15 tasks such as understanding world's food and beverages. Outlet management was regarded as the most important and difficult area and wine purchasing and cellar management was regarded as the most frequent task from the study foundings.

• Journal of Digital Convergence
• /
• v.11 no.12
• /
• pp.169-183
• /
• 2013

As the issue of selling wine online has been raised in an attempt to implement FTA programs in a more effective way, wine will be available online in the near future in Korea. Thus, this study aimed at identifying key factors which will contribute to reduce various kinds of risks perceived by online customers, and investigating the structural relationships between those factors and perceived risks. Site quality of online wine shop(information quality, system quality), trust in online wine shop were selected as key predictors of perceived risks and research model was established using those factors. Data were collected from those who have experienced in using online wine store, and the research model was tested using valid data. Results of testing research hypotheses using data from survey respondents showed that information and system quality exerted an impact on trust in online wine shop. It was proven that information and system quality posited an impact on time risk whereas they was not related to performance and psychological risk. In addition, trust in online wine shop was shown to be related to time risk, performance risk, and psychological risk.