와인구매동기 세분화에 따른 와인선택속성 및 구매 후 만족의 차이

• 영문명: Differences of Wine Selection Attributes and Satisfaction Based on Wine Purchase Motives Segmentation
• 발행기관: 한국외식경영학회
• 저자명: 정용해(Chung Yong Hae)
• 간행물 정보: 『외식경영연구』11권 2호, 243~264쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.06.30

영문 초록

This study attempted to segment wine purchase motives and identify differences among wine selection attributes and customer satisfaction. Five factors were identified for wine purchase motives as personal needs, social, event, learning, and wine effect. And four factors were identified for wine selection attributes as tangible, marketing, esthetic, and price. A cluster analysis based on the identified five underlying dimensions of wine purchase motives resulted in three clusters of wine consumers(highly-perceived group, mid-perceived group, low-perceived group). Both highly perceived and mid-perceived groups were found to differ from low-perceived group on the level of wine selection attributes except for wine marketing factor. And high-perceived group was found to differ from low-perceived group on the level of general satisfaction. On the contrary, neither group was found to differ on the level of satisfaction vs. price. And the managerial implications of these results for wine purchase motives based on wine selection attributes and satisfaction are examined.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

Wine Selection Attributes Satisfaction Wine Purchase Motives Segmentation