와인소비 라이프스타일이 구매동기에 미치는 영향

The purpose of this study is to investigate the relationships between wine consumption lifestyle and wine purchase motives in the Korean wine market. Four hundred forty-six questionnaires, with an 89.2% response rate from a convenient sample of 500 wine consumers, were utilized to study the relationships among research variables. AMOS(ver. 5.0) and SPSS(ver. 11.5) were employed to analyze the unidimensionality of research constructs and reliability tests, and confirmatory factor analyses were performed. Both one-way ANOVA and structural equation modeling were employed to verify research hypotheses. Cluster analysis identified four different segments of wine consumption lifestyle; wine indifferent consumers, wine aggressive consumers, wine conscious consumers, and wine knowledgeable consumers. Two underlying dimensions of wine purchase motives were identified from 11 measurement scales; manifest purchase motives and latent purchase motives.