위스키 사전지식과 관여도에 따른 지각된 가치의 차이에 대한 연구

The purpose of this study was to validate the difference in perceived values (affective, social, situational, and economic value) depending on whisky-related prior knowledge and involvement. The samples extracted in this study were 400 persons, comprised of 300 men and 150 women, in their 20s or older who resided in different parts of the nation and had an experience with purchase and intake of whisky during the last 6 months. A total of 404 sets of questionnaires were used for the final analysis after excluding 46 sets containing missing data. Before performing actual hypothesis testing, frequency analysis was performed to determine demographic characteristics of samples and characteristics of their whisky purchase behavior. Moreover, Explanatory factor analysis (EFA) was also conducted. To classify the sub-levels (high-mid-low) of each prior knowledge and involvement, two independent K-means of cluster analyses were conducted. To test the research hypotheses, MANOVA (3x3 factorial design) was performed to verify the difference of perceived values of whisky depending on the sub-levels of prior knowledge and involvement. The results showed that both situational value and economic value of whisky showed statistically significant difference, based on the levels of whisky-related prior knowledge. Likewise, statistically significant difference was observed in all four perceived values for the levels of whisky-related involvement. Furthermore, in terms of interaction effect between prior knowledge and involvement on perceived values, statistical difference was found in only social value. Admittedly, it would be necessary to map out marketing strategies tailored to raise the level of knowledge and involvement among domestic consumers towards whisky in order to ensure expansion of whisky consumption in a desirable fashion.