와인학습이 지식수준과 와인소비만족도에 미치는 영향

Abstract

This study looks at the current situation of domestic wine education in the growing wine market in Korea. The survey consisted of wine learning & knowledge level, satisfaction of consumption, education status, morphological characteristics of wine drinking and consumer demographic characteristics within the survey group. As a result of the Main Factor Analysis, there were 3 factors of wine education which were 'Wine concept learning', 'Wine experience learning', and 'Personal exchange'. wine knowledge level and consumption satisfaction were done by One Factor Analysis and each of them are the factors. Multiple Regression Analysis showed that ‘Wine concept learning’ had the strongest effect on the knowledge level. on the other hand, the ‘Personal exchange’ had the lowest. Simple Regression Analysis resulted in the knowledge level of the wine having a significant effect on satisfaction of consumption. Also, according to the result of Multiple Regression Analysis, ‘Wine concept learning’ and ‘Wine experience learning’ had great effects on satisfaction of consumption among three wine education factors while the 'Personal exchange' had the smallest effect. This result means the importance and necessity of wine learning and the necessity to organize the curriculum to emphasize the importance of wine labels as well during wine education programs in schools, businesses and work places. It is also important to include how to read wine labels in wine books or magazines. so, the public can interpret and understand the wine labels easier than before. It is necessary to consider the benefits of wine learning from the consumer's perspective. Wine learning leads to successful wine sales by helping consumers needs that they want to get some wine.