와인 레이블 디자인 선호도와 구매의도 관계에 관한 연구: 국내 수입 레드와인을 중심으로 = Relationship of Wine Label Design Preference and Purchase Intention: Focusing on the Imported Red Wines in Korean Domestic Market

다국어 초록 (Multilingual Abstract)

This study aims to understand causal relationship between preference of wine label design and purchasing behavior, to find out which design image factors are more effective to the purchase intention of wine customers.Lable 1, 8, 3 of displayed ten labels were primary preference designs for customers. A factor analysis delineated five dimensions of design images of wine label: classic image, symbolic image, romantic image, natural image, modern image. Mean values indicated that ‘classic’ was primary preference image for customers. Pearson correlation analysis showed relationship between wine label designs and design images. and The regression analysis yielded ‘classic image’ had the most positively influence on purchase intention of wine customers.This paper provides wine makers, wine importers and marketers with the useful clues to understand purchasing behavior of wine customers and plan to marketing strategies.

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