와인의 내재적 · 외재적 단서가 지각된 품질, 태도, 만족 및 재구매의사에 미치는 영향 : 호텔 · 레스토랑 고객 중심으로

다국어 초록 (Multilingual Abstract)

The study was conducted to empirically test the relationships of intrinsic and extrinsic cue of wine, perceived quality of wine, attitude, satisfaction and repurchase intention. And it also examined the moderating effect of prior knowledge of wine customers in the relationship with intrinsic and extrinsic cue and repurchase intention.
A total of 333 (72.4% response rate) usable online and offline questionnaires were collected from judgmentally selected wine customers in hotel and restaurants in Seoul and Kyeonggi Province, where the majority of Korea's wine consumers reside.
PASW Statistics (18.0 version) and AMOS (18.0 version) were employed to analyze the unidimensionality of research concepts and reliability test, and both exploratory and confirmatory factor analyses were performed. Three underlying dimensions of cue of wine product were identified from 14 variables; intrinsic cue, label information, and promotion cue. SEM was adopted in order to test the research hypotheses.
Results revealed that two constructs related to wine purchase behavior, namely intrinsic and extrinsic cue of wine formed positive and significant relationships with perceived quality of wine. Perceived quality of wine influenced attitude, which, in turn, influenced satisfaction. On the contrary attitude was not linked with repurchase intention. Satisfaction influenced repurchase intention. Lastly, moderating effects were found between two groups (lower level vs higher level of prior knowledge) in the relationships with extrinsic cue and perceived quality of wine, attitude and repurchase intention, and satisfaction and repurchase intention.
From the findings of this study, intrinsic cue rather than extrinsic cue is more powerful attribute for wine customers to rely on in wine purchase behavior. But it is found that wine customers' level of prior knowledge can suppress the role of cue in wine purchase behavior.
The group of higher level of prior knowledge revealed that either intrinsic or extrinsic cue of wine did not form significant relationships with perceived quality of wine, but their attitude influenced repurchase intention which was not linked in the group of lower level of prior knowledge.
The results implies that intrinsic and extrinsic cue of wine serves as an important stimulus among the wine customers with lower level of prior knowledge. On the contrary, the wine customers with higher level of prior knowledge does not depend on cues in wine purchase behavior. They seem to depend on their experience from prior knowledge in purchase decision making.
For future study, it is suggested that the moderating effects of objective knowledge as well as subjective knowledge of wine are both tested for better understanding and explanation of the wine purchase behavior. It is believed that this study would help hotel or restaurant wine marketers formulate and implement better strategies.

Key Words: intrinsic cue, extrinsic cue, perceived quality, attitude, satisfaction, repurchase intention, prior knowledge, wine

목차 (Table of Contents)

• 제1장 서 론 1
• 제1절 문제 제기 1
• 제2절 연구 목적 5
• 제3절 연구의 방법 7
• 제4절 연구의 구성 8
• 제2장 이론적 배경 10
• 제1절 내재적·외재적 단서 10
• 제2절 지각된 품질 18
• 제3절 태도 22
• 제4절 만족 25
• 제5절 재구매의사 29
• 제6절 사전지식 32
• 제3장 연구 설계 39
• 제1절 연구 모형 및 가설 설정 39
• 제2절 변수의 조작적 정의 및 측정 도구 44
• 제3절 실증조사의 설계 50
• 제4장 분석결과 52
• 제1절 표본의 일반적 특성 52
• 제2절 변수의 기술분석 55
• 제3절 연구변수의 신뢰성과 타당성 검증 59
• 제4절 연구가설의 검증 64
• 제5장 결 론 69
• 제1절 연구의 요약 69
• 제2절 연구의 시사점 72
• 제3절 연구의 한계점 76
• 참고문헌 77
• 설문지 101
• Abstract 107