• 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.

• 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.

• 유통과학연구
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• 제13권12호
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• pp.23-31
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• 2015

Purpose - The purpose of this study is to determine consumers' awareness of hygiene and the perceived risks in the service areas of coffee shops and diners, or simply coffee shops. Research design, data, and methodology - A literature review was conducted on related publications, essays, and periodicals to find correlations among the variables. We developed a research model and hypothesis, and conducted empirical research for statistical data analysis. Results - The results satisfied adequacy standards, with GFI=0.926, AGFI=0.901, RMR=0.020, NFI=0.941, X²=403.197, and p-value=0.120. The results also displayed satisfied adequacy standards for the moderating effects of shop types, with GFI=0.998 (≥0.9 desirable), AGFI=0.998 (≥0.9 desirable), RMR=0.004 (≤0.05 desirable), NFI=0.999 (≥0.9 desirable), X²=1.572, and p-value=0.814 (≥0.05 desirable). Conclusions - A higher consumer hygienic awareness results in a better brand image. Moreover, greater perceived risk results in a worse brand image. Perceived risk is a vital determinant of brand image and it deeply influences customers' decisions to visit. Therefore, perceived risk is a vital determinant of forming a brand image and must be incorporated when devising strategies.