Laddering 기법을 활용한 와인소비자의 가치구조 비교: 관여도를 중심으로

The purpose of this research is to compare the wine consumers’ value systems by classifying the ‘means–end chain theory’ according to the level of involvement. For the research procedure, the preliminary interviews wereconducted with thirty members from the wine society in order to deduct twenty-one item properties. Based on this result, the in-depth interviews were conducted with 225 people using structured questionnaires based off of the Hard Laddering method. The collected data is classified into groups of high involvement and low involvement based on the central value of wine involvement measurement value and its contents are analyzed. Secondly, the implication matrix result table was created from the derived result analysis and HVM was finally mapped according to the level of involvement. According to the verification of item differences per step between the two wine consumer groups, there are differences in property and value steps. There is also a different result deducted according to the year in the difference of connection relation among the selected properties for verification, ‘Attribute-Consequence-Value.’ Lastly, the consumers’ value of low involvement in the value hierarchical map, the ladder of ‘Price-Money Saving-Economic’ is shown and the ladder of ‘Taste-Feel Good-Pleasure/Happiness’ is shown in the consumers’ value of high involvement. The consumers of low involvement select simple ladder such as ‘Price-Money Saving’, however the value selection is constructed since the ladder of ‘Price-Money Saving’ is dispersed into the consumers of high involvement ‘Economic’ and ‘Satisfaction.’ The ladders ‘Grape variety-Share information- Satisfaction’ and ‘Area of production– Share information–Satisfaction’ are deducted. These results support the concept that the wine consumers of low involvement choose wines based on price. However, the consumers of high involvement evaluate the quality of wines according to the cultural backgrounds of consumptions. The results of this study also imply good quality wines with competitive prices should be provided and differentiated marketing is required in order to satisfy the very knowledgeable consumers of high involvement who are greatly experienced in wine.