연구논문(硏究論文): 국내 와인동호회 특성에 관한 탐색적 연구

• 발행기관: 한국외식경영학회
• 저자명: 이종욱(Jong Wook Lee ) 고재윤 (Jae Yoon Ko ) 이상선( Sang Seon Lee )
• 간행물 정보: 『외식경영연구』14권 2호, 159~177쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.04.30

영문 초록

The purpose of this study is to identify the characteristics of wine communities in Korea and also examine the statistical differences of perceived characteristics of wine communities by demographics and wine consumption behavior. Three hundred questionnaires from a judgmental sample of 10 different online wine communities in Korea, were utilized to study the characteristics of wine communities and the statistically significant differences of them by demographics. Eight underlying dimensions of the charateristics of wine communities were identified from 36 variables; information from the community, community convention, relational service, transactional service, incentive, intercommunication between members, consciousness of a kind, opinion sharing. There was statistically significant differences in information from the community by demographics. And the managerial implications of these results for wine purchasing motivation are examined.

목차

I. 서 론

II. 이론적 배경

III. 연구 설계

IV. 실증분석

V. 결론 및 제언

키워드

Wine Community, Korea