주류음용자의 개인가치에 따른 와인선택 영향요인에 관한 연구

Although considerable number of people enjoy wines and also number of people turning to wine increases at the significant pace, psychological factors behind this trend has not drawn much attention from researchers. Therefore it is the aim of this study to analyze the characteristics of wine selection attributes and selection behavior based on personal value of consumers exposed to drinking wines. Samples used in this study were people over 20 years of ages who had experienced in drinking wine. Those consumers were divided into two group based on the type of their personal values, namely personal value and new value. Wine selection attributes were categorized into five factors; purchasing information, product itself,value, preference and environment. This study tested causal relationship among these factors and through research findings, suggestions and comments were given for industry practitioners and researchers