• 한국조리학회지
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• 제12권2호
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• pp.88-105
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• 2006

Entering into the new millennium, the Korean wine market has recorded the highest growth rate among the domestic alcoholic beverage market and been recognized as a rapidly emerging market with further escalation potential. Responding to the current drastic escalation of Korean wine market in terms of its volume, the present study scrutinizes the considerable wine-selection attributes that are related to individual wine consumer‘s characteristics including demographic variables. These attributes are also expected to be precursors of wine consumers‘ satisfaction. ANOVA results suggest that each demographical variable-gender, age, income level, and the frequency of wine consumption-pertains to specific wine-selection attribute(s). Likewise, wine consumers‘ characteristics are also associated with those attributes. As wine consumers are experienced, they rely less on information; rather, their selections tend to be dependent upon quality, value, contexts, and preferences. The subsequent multiple-regression investigating the relationship between wine-selection attributes and satisfaction signifies that quality, contexts, and preference attributes are the substantial antecedents of wine consumers‘ satisfaction. When consumers purchase a wine, "information on purchase" was the most important criterion for the Newcomers and the Outsiders, while the Connoisseurs mainly depended on "marketability", "wine values" and "viticulture environment". "Preference" attributes influenced the Aspirants the most in buying decision. The Newcomers and the Outsiders need more information before deciding to purchase as their wine knowledge was very limited. The Connoisseurs were likely to consider the quality as a more important factor than the price and it is necessary to develop high quality wine at a reasonable price in order to attract this group.

• 한국콘텐츠학회논문지
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• 제12권5호
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• pp.431-446
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• 2012

본 연구는 와인 소비자를 대상으로 와인 선택속성이 만족도 및 재구매의도에 미치는 영향을 알아보고, 와인에 대한 관여도에 따라 차이가 있는지를 분석하는데 목적으로 갖고, 와인 구매와 음용 경험이 있는 만 20세 이상 와인 소비자를 대상으로 2011년 12월 1일부터 12월 31일까지 설문조사하여 실증분석하였다. 분석결과 와인 선택속성이 만족도에 미치는 영향을 검증한 결과 가격, 레이블, 와인특성이 만족도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났고, 재구매의도에 미치는 영향을 분석한 결과 지역성, 가격, 와인특성이 재구매의도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 만족도에 영향을 미치는 와인 선택속성에 있어 와인관여도는 와인 선택속성의 지역성, 가격과 만족도간의 관계를 조절하는 것으로 나타났고, 재구매의도에 영향을 미치는 와인 선택속성에 있어 와인관여도는 와인 선택속성의 레이블과 재구매의도간의 관계를 조절하는 것으로 볼 수 있다. 즉, 와인 재배지역의 지역적 특성과 적절한 가격, 그리고 품질자체 와인 고유특성은 기존 선행된 연구결과들을 지지해주었으며, 이들 결과가 와인 관여정도에 따라 만족과 재구매의도에 조절된다는 점에서 그 특징을 시사해 주었다.

• 한국식생활문화학회지
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• 제22권3호
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• pp.299-302
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• 2007

This study will provide a useful information and suggestions regarding new wine drinkers wine selection attributes and preference on wine producing countries to wine distributors, wine producers and marketers in Korea. New wine drinkers showed high preference on sweet wine, rich aroma wine, matured wine and white wine respectively. Regarding wine producing countries, Germany, France and Chile were rated among the top preferred countries by new wine drinkers. Results showed that the reasons for disliking wines were not being used to it as the top reason followed by wine being expensive and wine not being tastes good.

• 산경연구논집
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• 제9권4호
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• pp.7-17
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• 2018

Purpose - This study aims to investigate domestic wine consumption behavior and make future sales strategies and marketing plans. Research design, data, and methodology - To achieve the purpose of the study, the surveys were conducted targeting 350 wine customers in Jeju and Seoul. 331 responses were collected, and out of them, 21 responses were deleted because they lacked the proper information fill in. A descriptive statistical analysis was applied to the remaining 310 responses. The statistical techniques used for carrying out hypothesis-testing are EFA_(exploratory factor analysis), multiple-regression analysis, and moderating effect in SPSS 18.0. Results - The results indicate that fashion oriented, sociality aspiration and rationality seeking lifestyles had significant influence upon internal attributes. However, well-being oriented and having enjoyment oriented lifestyle had no significant influence upon internal attributes. Furthermore, all the types of lifestyles except social aspiration lifestyles had a positive influence upon external attributes, whereas internal or external attributes had positive influence on customer satisfaction. Conclusions - The consumers who experienced wine purchases think wine selection attributes differ before and after experiencing wine drinking, and it shows that the circumstantial variables as purchase situations prove to be important predicted variables in the behavior field of wine consumers. It implies appropriate wine education according to the consuming trend about wine for wine consumers are needed.

• 동아시아식생활학회지
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• 제24권4호
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• pp.457-464
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• 2014

This study investigated the effects and interrelationship on sensual behavior and wine information sources in selection attributes of wine. Selection attributes of wine were categorized into four variables: sensual behavior, recommend information, label information, and wine information. The study showed that for sensual behavior variable, "taste" was the most influential item as compared to "food harmony", "mood harmony" and "partner's choice". For recommendation information, label information and wine information, "specialist", "grape varieties" and "brand" had the most significant effects. The study performed factor analysis on sensual behavior and wine information sources. The cumulative variance was 74.197%, implying that all four variables incorporated appropriate items. In the reliability analysis, all four variables showed Cronbach's ${\alpha}$ values above 0.6. In the analysis of the causal relations using a structural model, the effects of customers' sensual behavior on wine information sources was further investigated. The model verified that taste, food harmony, mood harmony and partner's choice, which are items of sensual behavior, had significant impacts when choosing wine. Sensual behavior influenced all wine information sources, which customers utilize in decision-making. Among these sources, sensual behavior had the biggest effects on recommendation information, followed by wine information and label information.

• 한국콘텐츠학회논문지
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• 제14권1호
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• pp.478-487
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• 2014

본 연구의 목적은 건강 라이프스타일와 와인 선택속성의 영향관계와 건강라이프스타일과 와인선택속성이 만족도에 미치는 영향을 파악하기 위한 것이다. 본 연구를 위한 자료는 2013년 8월 29일 - 9월 29일까지(30일) 수집되어 285부가 분석에 이용되었다. 견강 라이프스타일와 와인 선택속성의 영향관계를 알아보기 위하여 정준상관분석과 회귀분석을 하였다. 요인분석결과, 건강 라이프스타일은 '건강자신감', '건강민감형', '건강에 대한 의지라는 3개의 요인으로 이루어졌으며 와인 선택속성 또한 와인라벨 특성, 경험적 특성 그리고 추천요인인 3개의 요인으로 구성되었다. 분석결과 건강에 대한 의지와 경험적 특성은 유의한 영향관계가 있는 것으로 나타났으며 건강 라이프스타일 중 건강에 대한 의지형이 구매 후 만족도에 유의한 영향을 미치는 것으로 나타났으며 와인선택속성은 와인라벨특성과 경험적 특성이 구매 후 만족도에 유의한 영향을 미치는 것으로 나타났다.

• 동아시아식생활학회지
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• 제24권2호
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• pp.252-260
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• 2014

This study discussed the consumption and purchase behaviors of wine by hotel F&B employees based on cluster analysis. Consumption behavior was separated into two categories: place and frequency of drinking. Purchase behavior was divided into two as well: place and price of purchasing. In general, consumption behavior was more influenced by drinking place rather than price, with a wine bar being the most preferred place to drink. Further, purchase behavior was more dependent on the price than place, specifically mid-range priced wine. When selecting wine, "taste" was the most important quality considered for both consumption and purchase behaviors, followed by "price". In addition, "vintage" and "country/winery" were also considered important for consumption behavior. There was no further significant difference among selection attributes for wine quality in terms of purchase behavior. Overall satisfaction after wine consumption was 3.73. Frequency of drinking had a greater impact on overall satisfaction than drinking place. Overall satisfaction after wine purchasing was 3.72, and satisfaction level was greater when a wine was purchased at a wine bar rather than a general bar. With respect to country of origin, France, USA, Chile and Argentina wines all showed even variation among selection attributes for wine quality. However, Italian wine displayed a below average score under "vintage" and "bottle design", whereas Spanish wine did so under "brand". Lastly, Australian wine displayed the lowest scores for all selection attributes.

• 한국유기농업학회지
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• 제32권1호
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• pp.39-54
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• 2024

This study aimed to elucidate the relationship between the selection attributes and visit motivations of Ningxia wineries and tourist satisfaction and intention to revisit. Utilizing multiple linear regression and simple linear regression models, the study quantitatively analyzed tourists' selection attributes and visit motivations for Ningxia wineries. Factor analysis categorized 12 visit motivation variables into four factors: 'Sensation', 'Educational', 'Companion-Friendly', and 'Experiential'. Additionally, 17 selection attribute variables were classified into four factors: 'Service Quality', 'Environmental', 'Facility', and 'Economic'. Through analyzing the impact of visit motivations on satisfaction and revisit intentions, we have identified the pivotal factors as 'Wine Cultural Education', 'Enhanced Companion-Friendliness', and 'Wine Cultural Experience'. In the analysis of the relationship between selection attributes and revisit intentions, crucial elements involve 'Service Quality provided by the winery"'and 'Environmental of the winery'. Conversely, key influencing revisit intentions include 'Environmental of the winery' and 'Costs and Pricing associated with winery visits'. To ensure the sustainable development of the Ningxia winery industry and promote the enduring growth of rural economies, wineries should place greater emphasis on cultivating wine cultural experiences, artisanal activities, and other project endeavors.

• 한국조리학회지
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• 제19권5호
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• pp.225-233
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• 2013

본 연구는 와인 구매자의 요리 맛에 따른 선택 속성을 분석하고자 서울에서 와인을 판매하는 5곳을 표본조사로 하였다. 설문지는 180부가 최종 사용 되었다. 통계패키지 프로그램을 이용하여 빈도분석, t-test, ANOVA을 실시하여 그 결과는 다음과 같다. 와인구매자의 성별에 따라서 맛에 대한 검증결과는 전체조화의 맛, 요리의 맛, 4미의 맛 요인이 유의하게 나타났다. 와인구매자의 학력에 따라서 맛의 검증결과는 전체조화의 맛, 요리의 맛, 조리방법에 따른 맛에서 유의한 것으로 나타났다. 와인구매자의 소득에 따라서 맛의 검증결과 전체조화의 맛, 4미의 맛 조리방법에 따른 맛에서 유의한 차이가 있는 것으로 나타났다. 와인구매자의 식음빈도에 따라서 맛에 대한 검증 결과는 전체조화의 맛, 4미의 맛, 조리방법에 따른 맛에서 유의한 차이가 있는 것으로 나타났다.

• 한국조리학회지
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• 제15권2호
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• pp.121-135
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• 2009

최근 몇 년 전부터 불기 시작한 웰빙(well-being) 트렌드와 소비자들의 건강에 대한 관심 증폭으로 인하여 소비자의 주류 패턴에도 변화가 일어나기 시작하였다. 특히 적당한 와인이 동맥경화, 심장병, 노화 방지 등 각종 성인병의 예방에 좋다는 연구 결과가 속속 발표되면서 와인의 소비를 가속시키고 있다. 이에 본 연구에서는 와인 구매 및 음용 시 고려하는 선택 속성 중요도를 파악하여 고객 만족과 와인 대중화, 저변화에 기여함을 그 목적으로 하였다. 문헌 연구와 실증 연구를 병행한 본 연구는 와인 소매점에서 구매 경험이 있는 서울지역의 내국인 거주자 및 주간 상주 인구를 대상으로 2008년 12월 1일부터 31일까지 설문조사를 하였다. 설문조사에서 수집된 자료의 분석방법은 SPSS 12.0 통계패키지 프로그램을 활용하여 빈도분석, 요인분석, 신뢰성 검증, 일원배치분산분석, 다중회귀분석으로 인구통계학적 특성과 이용 행태에 따른 와인 소비자의 선택 속성 중요도를 분석하였다. 그 결과는 다음과 같다. 첫째, 음용 횟수, 음용 장소, 정보 원천을 제외한 생산지, 구매처, 구매 비용, 와인 음용 동반자에 따라 와인 구매 및 음용에 유의적 차이를 나타내었다. 둘째, 브랜드 특성, 건강상의 역할 등의 와인 선택 속성 요인은 고객 만족에 긍정적인 영향을 미치는 것으로 나타났다.