와인구매동기에 따른 와인선택속성에 관한 연구

This study was to identify relationship between wine purchase motive and wine selection attributes. From the literature review, both wine purchase motive and wine selection attribute measurement tool of Korean wine consumers had been developed. Factor analyses were adopted to identify underlying dimensions of wine purchase motives and wine selection attributes. Canonical correlation analysis was employed to verify research hypothesis. Research findings revealed that there were significant canonical correlations between wine purchase motives and wine selection attributes. Especially, both self-satisfaction and health & intimacy of manifest purchase motives and personal value & relationship with others and consciousness of others' eyes of latent purchase motives were significantly correlated with tangible of wine selection attributes such as wine type, color, grape type, winery, vintage, and region. And implications of these results were examined.