와인 선택속성이 만족도 및 재구매의도에 미치는 영향 -와인 관여도의 조절효과를 중심으로-

Abstract

In this study, a survey was carried out on wine consumers over age 20 experienced in wine purchase and drinking from December 1 through December 31, 2011 with the object of figuring out the effects of wine selection attributes on satisfaction and repurchase intention, and making an empirical analysis of the difference depending on involvement in wine. The findings of this study are summarized as follows. The effect of wine selection attributes on satisfaction showed that price, label and wine characteristic had a significant positive effect on satisfaction. The effect of wine selection attributes on repurchase intention showed that locality, price, and wine characteristic had a significant positive effect on repurchase intention. For wine attributes affecting satisfaction, the wine involvement moderated the relationship between locality, price, and satisfaction of wine attributes. And for wine attributes affecting repurchase intention, the wine involvement moderated the relationship between label and repurchase intention of wine attributes. In other words, local characteristics and reasonable prices of the cultivation areas for wine, and indigenous characteristics of wine in quality itself supported the existing preceded findings. And these findings showed the characteristics in that the wine involvement moderates satisfaction and repurchase intention.