와인구매의 위험지각에 따른 와인구매행동의 특성에 관한 연구

• 영문명: A Study on Wine Purchase Behavior Characteristics by Wine Purchase Risk Perception : using two-step cluster analysis
• 발행기관: 한국외식경영학회
• 저자명: 최웅(Choi Woong) 이재선(Lee Jae Sun) 박종승(Park Jong Seung)
• 간행물 정보: 『외식경영연구』12권 4호, 321~342쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.10.30

영문 초록

This study was to investigate how Korean wine consumers perceive risk in purchasing wine. The data was collected from 237 wine consumers in Seoul, and analyzed using SPSS Win. Ver. 11.5. The exploratory factor analyses identified three underlying dimensions of perceived risk of wine purchase; physical & social risk, time-loss risk, and financial & performance risk. Two-step cluster analysis was employed to classify wine consumers into a small number of clusters applying those three risk factors as metric variables and demographic and wine purchase behavior characteristics as non-metric variables. One-way ANOVA was also used to identify significant differences in wine purchase risk perception between clusters, and later chi-square tests were employed to understand the association between those clusters and demographic or wine purchase behavior characteristics. Research findings revealed that there were significant association of demographic or wine purchase behavior characteristics by those three clusters who showed significantly different wine purchase risk perception. And implications of these results were examined.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Wine Purchase Behavior Risk Perception Two-step Cluster Analysis