와인 선택속성이 고객만족과 재 구매 의사에 미치는 영향 연구 : 소비자 분류 및 구매 장소 특성 중심 = (A) Study on the Effect of Wine Selection Attributes on Customers Satisfaction and Repurchase Intention : Focused on Customer Classification and Purchase Place

다국어 초록 (Multilingual Abstract)

The purpose of this study was to help develop wine related marketing strategies by exploring the relationship between consumer status and location of where the particular wine was purchased.
The study has concluded that there exist two different types of wine consumers. Subjects explored were: consumers’ wine spending character, wine related knowledge, and their overall interest within this activity, and then further categorized by the specific location of purchase; namely retail stores or restaurant/bars.
As a means of generating accurate data, a self-administered question survey method was distributed amongst 89 questionnaires in total.
The collective data, which were classified by each type of use, were used to conduct a frequency test on the demographic characteristics of the targeted object and the wine spending characteristics. In conjunction with the questionnaires, a sample T-test was performed on the wine selection attributes up to the purchase place, where the T-test served to verify the difference of the customer classification and the purchase place. Finally, a regression analysis was conducted to determine the level of satisfaction, ultimately used to a certain consumer intention of repurchasing the same wine.
The analysis determined seven factors:
First, the factor analysis for wine selection attributes showed 4 factors for each place, and named these factors as wine character, image, personal taste, and external information.
Second, consumers were classified by two groups- connoisseurs and aspirants. Connoisseurs are experienced wine enthusiasts properly educated whom have basic and professional knowledge, read wine related journals and magazines, have his/her favorite wine flavor, use his/her own knowledge to choose wine, interested in popular wine label or wine brand, and have the desire to taste new wine flavors. The connoisseurs consisted of 51.04% of the respondents. Aspirants are much more inept and typically will rely on others wine knowledge/opinion, brand information, and would rather prefer an attractive label or uniquely shaped bottle over a more qualified wine. The aspirants are also more sensitive to price. The aspirants consisted of 48.95% of the respondents.
Third, the wines’ characteristics along with taste are inconsistent at retail stores, yet the four factors do not show inconsistencies when consumed at a restaurant or bar. Wine selection attributes can be influenced by meal selection, social setting, and the wine list menu at a restaurant or bar, however a retail store can corner the consumer to purchase based on personal preference.
Forth, the wine selection attributes according to purchase place showed the difference at price, harmony with food, and sommelier's recommendation. The price could be explained by distribution processing and wine list.
Fifth, satisfaction related to wine selection attributes for each place showed that the factors of wine character, image, and external information have effect on satisfaction at retail stores, and the factors of image and personal taste factors have effect on satisfaction.
Sixth, the effect of wine selection attributes to repurchase intention showed that the factors on image and personal taste have effect on repurchase intention at both places.
Last, the analysis on the satisfaction and the repurchase intention showed that satisfaction after purchase results better repurchase intention.
This study divided wine customers and grasps each customer groups's character and preference to realize the wine customer's selection attributes. The results showed each group has difference at some parts.
This means Korean wine market needs to break down the wine market to satisfy the customers' wants, and establish marketing strategy to raise customer's satisfaction. The analysis result showed the wine selection attributes have differentiations according to purchase place, and restaurant and bar gets more influence by more factors. Therefore, the employees at restaurant and bar need to trained with more knowledge to provide proper service to the intelligent customers. Also, they need to try lower the price of wine at restaurant and bar, so could lower the customers understanding about the bubbled price.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경과 필요성 = 1
• 제2절 연구의 목적 = 3
• 제3절 연구의 구성 = 4
• 제2장 이론적 배경 = 6
• 제1절 와인 산업의 현황 = 6
• 1. 세계 와인시장 = 6
• 2. 국내 와인시장 = 7
• 제2절 와인 소비자 = 13
• 1. 와인 소비자의 개념 = 13
• 2. 와인 소비자의 분류 = 14
• 제3절 와인 선택속성 = 22
• 1. 와인 선택속성 = 22
• 2. 와인 선택속성 측정 도구 = 36
• 제4절 고객만족도와 재 구매 의사 = 39
• 1. 고객만족도 = 39
• 2. 고객만족과 재 구매 의사 = 41
• 3. 와인 선택속성과 만족도관련 선행연구 = 43
• 제3장 연구 설계 = 45
• 제1절 연구모형과 가설의 설정 = 45
• 1. 연구모형 = 45
• 2. 가설의 설정 = 46
• 제2절 연구방법 = 47
• 1. 표본 설계 및 자료 수집 = 47
• 2. 설문지 구성 = 47
• 3. 자료 분석 방법 = 49
• 제4장 실증분석 = 50
• 제1절 조사대상자의 특성 = 50
• 1. 인구통계학적 특성 = 50
• 2. 와인 소비행태 특성 = 52
• 제2절 선택속성의 분류 = 54
• 제3절 소비자의 분류 = 56
• 1. 군집의 구성 = 57
• 제4절 가설 검증 = 58
• 1. 소비자의 분류와 와인 선택속성과의 관계 = 58
• 2. 와인 구매 장소와 와인 선택속성과의 관계 = 59
• 3. 와인의선택속성과소비자의만족도,재구매의사와의 관계 = 60
• 4. 만족도와 재 구매 의사의 관계 = 64
• 제5장 결론 = 66
• 제1절 연구결과의 요약 및 시사점 = 66
• 제2절 연구의 한계 및 향후 연구 = 70
• 참고문헌 = 71
• 설문지 = 78
• ABSTRACT = 84