디저트와의 조화를 위한 와인선택속성이 태도와 구매의도에 미치는 영향: 와인 소비자 유형에 따른 조절효과

This study was designed to investigate the relationships between wine selection attributes for the harmony with desserts, wine consumer attitudes, and purchase intentions. The study’s respondents were div- ided into two groups (experts vs. beginners) to see if wine consumer types play a moderating role in the hypothesized relationships. Using a total of 294 responses, this study found that wine origin, promotion, and price had a significant effect on wine consumers’ attitudes toward harmony with desserts. However, wine flavor and body were found to be insignificantly related to wine consumers’ attitudes. Also, this study found that wine consumers’ positive attitude toward the harmony with desserts significantly improved their wine purchase intention for the harmony with desserts. More importantly, the effect of wine origin on the attitude was stronger in the expert group than in the beginner group, while the effect of wine promotion on the attitude was stronger in the beginner group than in the expert group. Also, when wine experts had a more positive attitude towards wine’s harmony with desserts, they showed a greater purchase intention to buy wine for its harmony with desserts. Based on our findings, some meaningful implications have been presented.