연구논문(硏究論文) : 주류음용자의 개인가치에 따른 와인선택 영향요인에 관한 연구

• 영문명: Influence of Wine Consumers' Personal Value on the Wine Selection Attributes
• 발행기관: 한국외식경영학회
• 저자명: 이희수(Lee Hee Soo) 김영규(Kim Young Kyu)
• 간행물 정보: 『외식경영연구』13권 5호, 341~358쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.12.31

영문 초록

Although considerable number of people enjoy wines and also number of people turning to wine increases at the significant pace, psychological factors behind this trend has not drawn much attention from researchers. Therefore it is the aim of this study to analyze the characteristics of wine selection attributes and selection behavior based on personal value of consumers exposed to drinking wines. Samples used in this study were people over 20 years of ages who had experienced in drinking wine. Those consumers were divided into two group based on the type of their personal values, namely personal value and new value. Wine selection attributes were categorized into five factors; purchasing information, product itself, value, preference and environment. This study tested causal relationship among these factors and through research findings, suggestions and comments were given for industry practitioners and researchers.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ .이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

Wine Consumer Personal Value Wine Selection Attributes