연구논문(硏究論文) : 와인의 관여도에 따른 지각된 가치의 차이 연구

• 발행기관: 한국외식경영학회
• 저자명: 조현준( Hyun Jun Cho ) 고재윤( Jae Youn Ko )
• 간행물 정보: 『외식경영연구』14권 1호, 7~26쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.02.28

영문 초록

The purpose of this study is to investigate the relationship between involvement and perceived value of wine. The subjects of this study were selected from wine consumers in Seoul and Kyonggi Province, who ever purchased and drank wine within the previous one month. Three hundred and seventy-one questionnaires, with a 84.0% response rate from a judgmental sample of 440 wine consumers, were utilized to study the relationships between research constructs. Wine involvement was unidimensional, and five underlying dimensions of perceived value of wine were identified from 21 variables; health, situational, functional, social, and emotional. Cluster analysis was adopted to identify the level of wine involvement, and both multiple analysis of variance and discriminant analysis were adopted to identify the overall relationships between the extracted five underlying factors and levels of involvement. The highly involved consumers showed higher perceived value of wine. And the marketing implications of these results for perceived value of wine by the levels of involvement were examined.

목차

I. 서 론

II. 이론적 배경

III. 연구 설계

IV. 실증분석

V. 결론 및 제언

키워드

Wine Involvement Perceived Value Korea