와인소비의 감정적 반응에 따른 와인선택속성의 차이

이채은(Chae Eun Lee),박영배(Young Bae Park) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.1

This study aims to identify selection attributes of wine considered importantly by customers when consuming wines, and find out the differences in wine selection attributes, according to clusters of wine consumption emotion. To analyze this study, a survey was conducted with customers of five-star hotels in Seoul and cluster analysis, discriminant analysis, MANOV and ANOVA were performed. As the factor analysis result, grace, comfortableness, peacefulness, attractiveness and pleasure were found to be low-positive emotion, dullness, powerfulness and boredom were uncomfortable emotion, and interest, passionateness and cheerfulness were high-positive emotion, in relation to emotional response. In this study, emotional response of wine consumption were classified into three groups; an indifferent type, a low emotion type and a high emotion type. According to the results of ANOVA, there were significant differences in wine`s characteristic, regionality and information, but any significant difference wasn`t found from wine price. An indifferent group were highly interested in wine`s characteristic, whereas a low emotion group were more interested in wine`s regionality and information. However, a high emotion group were slightly concerned about all of wine`s characteristic, regionality and information. In conclusion, this research would help to provide information data relating to consumption emotion and reactions of customers, by investigating wine selection attributes that they consider importantly, through emotional response during the consumption of wine, and what they lack.

Food Localism and Korean Wine Purchase Intentions Based on the Value-Based Model

원상훈,조미희 (사)한국조리학회 2023 한국조리학회지 Vol.29 No.5

Recently, although Korean is recognized as one of the new world wine producing countries, Korean wine sales do not seem to obtain any relevant benefits even for the local market. In this study, particular attention was given to food localism and the Value-Based Model (VBM) for Korean wine. A comprehensive literature review identified a total of six essential wine selection attributes. VBM was applied to our conceptual framework to encompass both consumer perceptions about benefits, sacrifices and values in purchasing Korean wines. The relationships between wine selection attributes, perceived benefits, sacrifices and values, and Korean wine purchasing intentions were tested. More importantly, this study focused on identifying how food localism that Korean wine consumers have plays a role in the proposed model. As a result, ‘price’ and ‘label’ were found to positively increase perceived benefits in purchasing Korean wines. ‘sensory’ and ‘brand’ significantly decreased perceived benefits while those two attributes significantly increased perceived sacrifices. In addition, the ‘region’ was found to significantly decrease perceived sacrifices. This study confirmed the structural relationships within the VBM. Perceived benefits were positively associated with perceived values while perceived sacrifices were negatively related to perceived values in purchasing Korean wines. Further, perceived values were found to significantly and positively influence Korean wine consumers’ purchasing intentions. In addition, our findings indicated that when consumers with a high level of food localism perceive benefits in purchasing Korean wine, they are more likely to perceive a higher level of perceived values in purchasing Korean wine. In contrast, when consumers with a low level of food localism perceive sacrifices in purchasing Korean wine, they tend to have a low level of perceived values in purchasing Korean wines. Based on these findings, useful implications for the Korean wine industry and academics are provided.

와인학습이 지식수준과 와인소비만족도에 미치는 영향

김희진 ( Heejin Kim ),조용현 ( Yong-hyun Cho ) 관광경영학회 2020 관광경영연구 Vol.100 No.-

This study looks at the current situation of domestic wine education in the growing wine market in Korea. The survey consisted of wine learning & knowledge level, satisfaction of consumption, education status, morphological characteristics of wine drinking and consumer demographic characteristics within the survey group. As a result of the Main Factor Analysis, there were 3 factors of wine education which were 'Wine concept learning', 'Wine experience learning', and 'Personal exchange'. wine knowledge level and consumption satisfaction were done by One Factor Analysis and each of them are the factors. Multiple Regression Analysis showed that ‘Wine concept learning’ had the strongest effect on the knowledge level. on the other hand, the ‘Personal exchange’ had the lowest. Simple Regression Analysis resulted in the knowledge level of the wine having a significant effect on satisfaction of consumption. Also, according to the result of Multiple Regression Analysis, ‘Wine concept learning’ and ‘Wine experience learning’ had great effects on satisfaction of consumption among three wine education factors while the 'Personal exchange' had the smallest effect. This result means the importance and necessity of wine learning and the necessity to organize the curriculum to emphasize the importance of wine labels as well during wine education programs in schools, businesses and work places. It is also important to include how to read wine labels in wine books or magazines. so, the public can interpret and understand the wine labels easier than before. It is necessary to consider the benefits of wine learning from the consumer's perspective. Wine learning leads to successful wine sales by helping consumers needs that they want to get some wine.

와인 음용 빈도에 따른 애호 소비자(Engage Me)와 관심 소비자(Tell Me)의 와인 선택 요인

김현미,한경수 한국식생활문화학회 2015 韓國食生活文化學會誌 Vol.30 No.5

This study was conducted on wine consumers to explore their behavioral characteristics concerning their drinking frequency of wine, wine selection factors, and difficulties in selecting wines. Data were collected during February 19th 2014 to April 20th 2014. Respondents were students who were taking classes about wine at a University located in the Gyeonggido area. Prior to the analysis, wine consumers were classified based on frequency of consumption: those who consumed wine less than once a month were classified as “Tell me consumers”, whereas those who consumed wine once or more a month were classified as “Engage me consumers.” The wine selection factors of the two groups were as follows: ‘label aspect’, ‘taste and aroma’, ‘use purpose’, and ‘price and recommendation’. Regarding ‘label aspect’ and ‘use purpose’, there were significant differences between the two groups. Regarding difficulties in selecting wines, “Tell me consumers” mentioned the following: ‘experience’, ‘price’, and ‘food pairing’. “Engage me consumers” mentioned the following: ‘ability to identify new wines’ and ‘tastes of others who drink with or oneself’. Classifying domestic wine consumers and their behavioral features of drinking frequency of wine can be used for market segmentation of wine consumers.

와인 선택속성이 만족도 및 재구매의도에 미치는 영향

송경숙(Kyong-Suk Song) 한국콘텐츠학회 2012 한국콘텐츠학회논문지 Vol.12 No.5

본 연구는 와인 소비자를 대상으로 와인 선택속성이 만족도 및 재구매의도에 미치는 영향을 알아보고, 와인에 대한 관여도에 따라 차이가 있는지를 분석하는데 목적으로 갖고, 와인 구매와 음용 경험이 있는 만 20세 이상 와인 소비자를 대상으로 2011년 12월 1일부터 12월 31일까지 설문조사하여 실증분석하였다. 분석결과 와인 선택속성이 만족도에 미치는 영향을 검증한 결과 가격, 레이블, 와인특성이 만족도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났고, 재구매의도에 미치는 영향을 분석한 결과 지역성, 가격, 와인특성이 재구매의도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 만족도에 영향을 미치는 와인 선택속성에 있어 와인관여도는 와인 선택속성의 지역성, 가격과 만족도간의 관계를 조절하는 것으로 나타났고, 재구매의도에 영향을 미치는 와인 선택속성에 있어 와인관여도는 와인 선택속성의 레이블과 재구매의도간의 관계를 조절하는 것으로 볼 수 있다. 즉, 와인 재배지역의 지역적 특성과 적절한 가격, 그리고 품질자체 와인 고유특성은 기존 선행된 연구결과들을 지지해주었으며, 이들 결과가 와인 관여정도에 따라 만족과 재구매의도에 조절된다는 점에서 그 특징을 시사해 주었다. In this study, a survey was carried out on wine consumers over age 20 experienced in wine purchase and drinking from December 1 through December 31, 2011 with the object of figuring out the effects of wine selection attributes on satisfaction and repurchase intention, and making an empirical analysis of the difference depending on involvement in wine. The findings of this study are summarized as follows. The effect of wine selection attributes on satisfaction showed that price, label and wine characteristic had a significant positive effect on satisfaction. The effect of wine selection attributes on repurchase intention showed that locality, price, and wine characteristic had a significant positive effect on repurchase intention. For wine attributes affecting satisfaction, the wine involvement moderated the relationship between locality, price, and satisfaction of wine attributes. And for wine attributes affecting repurchase intention, the wine involvement moderated the relationship between label and repurchase intention of wine attributes. In other words, local characteristics and reasonable prices of the cultivation areas for wine, and indigenous characteristics of wine in quality itself supported the existing preceded findings. And these findings showed the characteristics in that the wine involvement moderates satisfaction and repurchase intention.

와인 제공이 컨벤션 참가자에게 미치는 영향에 대한 탐색적 연구

이은성,윤혜진 한국외식경영학회 2009 외식경영연구 Vol.12 No.3

These days the preference for wine is increasing rapidly in Korea because of globalization and well-being trend, and the convention industry which originates from Europe is naturally mixed with European culture which serves wine with meal. This means that serving wine at the banquet in convention is became generalize. This point of view, serving wine in convention becomes important factor to enhance the participants satisfaction and the quality of the convention. The purpose of this research is measuring of effect and important factors of serving wine in convention between domestic and international participants. Therefore, this research is the exploratory study to investigate whether providing wine effects the participants' satisfaction and quality enhancement and the participants recognize the importance of wine, and which wines are preferred in convention. Through practical analysis on above factors, we are going to suggest the these results as basic materials for further vitalization of quality and satisfaction of participants in domestic convention industry. For this research, we collected data from the 104 participants of the 8th ASEM Finance Ministers' Meeting which held June in 2008 in Jeju ICC and analysed the important factors selecting the wine, the effect of satisfactory level on wine to whole convention satisfaction. We could find that about 62% of the participants thought that the offering wine is critical factor, 46% of them responded that the quality of wine effected the quality of whole convention experience. and while domestic attendees answered 'the taste of wine' as the most important factor, foreign participants replied 'the harmony with food'.

유럽연합과 와인산업: 공동농업정책(Common Agricultural Policy)의 실현이라는 관점에서

이강용 한국유럽학회 2007 유럽연구 Vol.25 No.1

European Union produces and consumes about 60% of world wine. Historically Europe has developed wine making technique and made it a cultural piece of daily life. Since 1980s new world wine has developed very rapidly and invaded European wine market. Australia exported 260,000 tons of wine to the European market and Chile(180,000 tons), USA(180,000 tons), Argentina(40,000 tons) and South Africa(170,000) followed. The New World's wine export has increased 10 times between 1990 and 2003 : 130,000 tons to 1,500,000 tons. The European Union takes necessary actions to the challenge of New World wine. The Common Agricultural Policy(CAP) played a critical role in the development of the European wine industry. But under the World Trade Organization system, CAP has very limited role in promoting European wine industry. The limitation of grape-growing potential is essentially achieved using two types of measure. The first one is prohibition of new plantations and the second one is the premium for the definitive abandonment This system has made it possible to grub up approximately 500,000 hectares of vineyard since the 1988/89 marketing year. Within the framework of the common market organization of the wine market, distillation is the preferred instrument of intervention. The aim of distillation is to withdraw production surpluses from the market at a guaranteed minimum price. The wine is then processed into alcohol, which is intended partly for the potable alcohol market, with the remainder intended for the fuel market. 유럽연합은 세계최대의 와인생산국이자 와인소비대국이다. 생산과 소비가 각각 세계 전체의 약 60%를 차지하고 있다. 공동농업정책을 성공적으로 시행하여 세계 최대의 와인 생산국이면서 수출국의 위치를 점할 수 있었다. 그런데 WTO체제가 출범하면서 국내시장을 개방할 수밖에 없었고 신세계 와인의 수입물량은 꾸준히 증가하고 있다. 이러한 상황에서 유럽연합은 다양한 정책수단을 동원하여 포도재배업자와 와인 생산자들을 보호하면서 동시에 소비자들을 만족시킬 수 있는 고품질의 와인을 생산하도록 하고 있다. 공동농업정책의 틀 안에서 과거처럼 직접적으로 시장에 개입하여 가격지지정책을 펴는 것은 불가능하지만 생산량조절이나 공급 과잉된 와인은 증류를 통하여 증류주(brandy)로 만들거나 아니면 공업용 알코올로 전환하는 등의 방법을 통하여 위기에 처한 유럽와인 산업을 지켜나가고 있다.

충청북도 영동 지역의 캠벨-얼리 레드와인에 대한와인전문가의 주관성 연구 -Q 방법론-

유병호,황조혜 한국관광학회 2013 관광학연구 Vol.37 No.3

지금까지 대부분의 와인과 관련된 연구에서는 양적 연구방법론을 사용하여 소비자의 의견이나 행동에 초점을 맞추어 진행되어왔다. 본 연구에서는 질적 연구방법론의 하나인 Q 방법론을 사용하여 한국와인의 주요 산지 중 하나이며 그 대표성을 인정받을 수 있는 충청북도 영동 지역의 캠벨-얼리 포도품종으로 만들어진 레드 와인에 대해 연구를 진행하였다. Q 방법론은 과학적인 현상에 대한 30명의 응답자의 의견, 신념, 자세 등을 Q 진술문을 통해 질문하여 응답자의 주관적인 생각을 알아보는 연구방법이다. 본 연구를 통해 응답자들의 구별점으로 총 4개의 군집으로 나누었다. 4개의 군집은 각각 그 특성에 따라 잠재력 인정 그룹, 품질불확신 그룹, 자기만족 그룹, 단순 생산자 친화 그룹으로 명명하였다. 또한 대부분의 응답자들은 와인 레이블에 무관심하다는 흥미로운 결과를 도출하였다. 결과적으로 와인 전문가들의 주관성은 충북 영동 지역의 캠벨-얼리 레드와인의 정체성을 제공하고, 이를 통해 한국 와인이 앞으로 나아가야할 방향성과 함께 마케팅적 시사점을 제공하고 있다. 또한 기존의 와인 관련 양적 연구방법론에서 다루지 못한 유통, 판매 등의 요인을 포괄적으로 도출할 수 있었으며, 향후 와인과 관련된 연구, 특히 한국와인에 대한 연구의 선행연구로서의 역할을 충분히 해 나아갈 수 있는 연구의 시작으로 평가받을 수 있다. So far, the majority of wine-related studies have focused on the consumer side of opinions and behaviors through a quantitative method. In the current study, we took a qualitative approach, Q Method, to explore wine experts' subjectivities of Northern Chung-Cheong province Young-Dong red wine made from Campbell-Early. Q Method, a technique designed for the systematic study of subjectivity in terms of opinions, beliefs, and attitudes was employed, eliciting responses from 30 participants. We found that the participants were classified into four clusters by their distinguishing opinions: While the first cluster of participants were recognizing the potentials of the wine, the second cluster was uncertain of its quality. The third cluster pursued self-satisfaction by consuming the wine, and the last cluster simply favored the wine due to its familiarity. Interestingly, most of the participants were indifferent in labeling. As a result, the experts' subjectivities provide suggestions on the identity of the Northern Chung-Cheong province Young-Dong red wine made from Campbell-Early, and provide implications on market positioning of the wine. More issues including distribution system of the Korean wine industry are discussed.

호텔 식음료 종사자들의 군집 분석에 따른 와인 소비 및 구매 행동 분석

강근옥(Kun-Og Kang),공석길(Suk-Kil Kong),이성호(Sung-Ho Lee) 동아시아식생활학회 2014 동아시아식생활학회지 Vol.24 No.2

This study discussed the consumption and purchase behaviors of wine by hotel F&B employees based on cluster analysis. Consumption behavior was separated into two categories: place and frequency of drinking. Purchase behavior was divided into two as well: place and price of purchasing. In general, consumption behavior was more influenced by drinking place rather than price, with a wine bar being the most preferred place to drink. Further, purchase behavior was more dependent on the price than place, specifically mid-range priced wine. When selecting wine, “taste” was the most important quality considered for both consumption and purchase behaviors, followed by “price”. In addition, “vintage” and “country/winery” were also considered important for consumption behavior. There was no further significant difference among selection attributes for wine quality in terms of purchase behavior. Overall satisfaction after wine consumption was 3.73. Frequency of drinking had a greater impact on overall satisfaction than drinking place. Overall satisfaction after wine purchasing was 3.72, and satisfaction level was greater when a wine was purchased at a wine bar rather than a general bar. With respect to country of origin, France, USA, Chile and Argentina wines all showed even variation among selection attributes for wine quality. However, Italian wine displayed a below average score under “vintage” and “bottle design”, whereas Spanish wine did so under “brand”. Lastly, Australian wine displayed the lowest scores for all selection attributes.

와인 소매점 선택속성의 중요도와 만족도에 관한 연구

김맹진 한국외식경영학회 2008 외식경영연구 Vol.11 No.4

The purpose of this research is to evaluate the wine purchasers' importance and satisfaction with the attributes of choosing wine retail shop. Data were collected from wine purchasers at the department stores, wine specialty shops, discount marts, and convenience stores in Seoul by trained interviewers. Through the Importance- Performance Analysis(IPA), the result indicate that Korean wine purchasers were satisfied with 'variety of wine', 'friendly staff', 'display of wine', 'accessibility' as well as perceived importantly for the attributes. Korean wine purchasers perceived importantly for the 'information about wine', 'wine tasting available', 'discount available', in spite of low satisfaction with the attributes. Korean wine retailers should pay attention to the three attributes and concentrate much more resources to resolve the problems about the attributes.