와인소비자의 문화적 가치와 와인선택속성, 만족도 관계연구 ：Hofstede이론의 적용

Growth of research addressing the relation between culture and consumption is exponential. This paper suggested the proposed model involving the relationships among cultural values, wine selections and satisfaction. The paper used the structural equation model(SEM) to test the proposed model. Research results showed that Hofstede‘s cultural values(Power Distance, Masculinity, Uncertainty avoidance, Long-term orientation) were critical factors partially that affected wine selections (value factor, conspicuous factor, reasonable factor). And wine selections affected consumer's satisfaction. Based on these finding, some theoretical and practical implications regarding wine purchasing behavior and sales are discussed.