와인구매동기에 따른 와인선택속성에 관한 연구

• 영문명: A Study on Wine Selection Attributes by Wine Purchase Motive
• 발행기관: 한국외식경영학회
• 저자명: 이영주(Lee Young Ju) 송래헌(Song Rae Heon)
• 간행물 정보: 『외식경영연구』11권 4호, 223~246쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.12.31

영문 초록

This study was to identify relationship between wine purchase motive and wine selection attributes. From the literature review, both wine purchase motive and wine selection attribute measurement tool of Korean wine consumers had been developed. Factor analyses were adopted to identify underlying dimensions of wine purchase motives and wine selection attributes. Canonical correlation analysis was employed to verify research hypothesis. Research findings revealed that there were significant canonical correlations between wine purchase motives and wine selection attributes. Especially, both self-satisfaction and health & intimacy of manifest purchase motives and personal value & relationship with others and consciousness of others' eyes of latent purchase motives were significantly correlated with tangible of wine selection attributes such as wine type, color, grape type, winery, vintage, and region. And implications of these results were examined.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Wine Purchase Motive Wine Selection Attributes