와인구매동기와 구매후 만족 및 충성도의 구조적 관계

The purpose of this study is to investigate the relationship among wine purchasing motivation, post purchasing satisfaction, and loyalty. Three hundred and eleven questionnaires, with a 88.9% response rate from a judgmental sample of 350 wine consumers living in Seoul and Kyonggi Province, were utilized to study the relationship between research constructs. SPSS (18.0 version) and AMOS (7.0 version) were employed to analyze the unidimensionality of research concepts and reliability test, and the proposed hypothetical model was validated with a structured equation modeling. Three underlying dimensions of wine purchasing motivation were identified from 14 variables; social, cultured, and personal needs. Both cultured and personal needs purchasing motivations showed positive impact on post purchasing satisfaction, and only personal needs purchasing motivation showed positive impact on loyalty. And the managerial implications of these results for wine purchasing motivation are examined.