소비자의 웰빙인식과 전통주 선택속성간의 관계

This study aims to analyze and understand the relationships between well-being and korean traditional Liquor selection properties among the korean pubs visiting consumers. In this study, intrinsic and extrinsic attributes were classified as korean traditional liquor. Extracted the intrinsic attributes as taste, flavor, color, and year of hard alcohol, aging, and the extrinsic, such as price, bottle design, trademark, maturing Year property was extracted. Factor analysis were adopted to identify underlying dimensions of 18 items of well-being perception except for one variable. Canonical correlation analysis was also conducted to examine the relationships between the extracted factors of well-being recognition and traditional liquor selection properties. Two meaningful canonical function were generated. The results showed that the self-esteem and sociality of Wellbeing Recognition are related to highly negative relationship with the traditional liquor's fermentation. However, the sociality of Wellbeing Recognition appeared to be related to the taste, food harmony, functional health of traditional liquor.