와인소비자 유형에 따른 구매 위험지각에 관한 연구

• 영문명: Consumers' Perception of Risks in Purchasing Wines
• 발행기관: 한국외식경영학회
• 저자명: 고재윤(Ko Jae Youn) 정미란(Jung Mi Ran)
• 간행물 정보: 『외식경영연구』9권 2호, 89~103쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.06.30

영문 초록

As wine increasingly becomes a lifestyle beverage and more acceptable and desired by a wider spectrum of consumers, there is a greater need to understand purchase behavior of wine consumers. This study aims at capturing wine customers' perceived risk factors and significant differences between customer groups. As a result, through factor analysis and ANOVA authors identified 4 factors of risks(functional, social, physical, financial) and significant differences were found either Perception of risks in purchasing wines in terms of wine consumer groups. This paper provides marketers and shop assistants both the target market information and the useful clues to understand wine consumer behavior and reduce risk factors in wine purchases.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구 방법

Ⅳ. 결과분석

Ⅴ. 결론

참고문헌

키워드

Perception of risks Purchasing wines Wine consumer groups