지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.5
- 수록면
- 313 - 327 (15page)
이용수
초록· 키워드
오류제보하기
The purpose of the present study was to test differences of wine purchase motives and information sources followed by demographical features of wine consumers, the study carried out ANOVA and MANOVA.
The results of the present study showed significant differences by demographical features of wine consumers. In wine purchase motive, men had stronger social motive than women. Women had stronger wine purchase tendency by pleasurable motive than men. Young class in 20s-30s had stronger self-desire motive than 40s. Unmarried consumers had strong social motive and self-desire motive than married consumers.
In wine information source, women utilized information from friends, sellers, newspaper and magazines better than men. young consumers in 20s utilized internet more than consumers in 30s-40s. Unmarried consumers attached greater importance to seller’s information than married consumers. Low-income consumers of less than KRW two million in monthly average in monthly average acquired more information from internet. Based on these finding, some theoretical and practical implications regarding wine purchasing behavior and sales are discussed.
The results of the present study showed significant differences by demographical features of wine consumers. In wine purchase motive, men had stronger social motive than women. Women had stronger wine purchase tendency by pleasurable motive than men. Young class in 20s-30s had stronger self-desire motive than 40s. Unmarried consumers had strong social motive and self-desire motive than married consumers.
In wine information source, women utilized information from friends, sellers, newspaper and magazines better than men. young consumers in 20s utilized internet more than consumers in 30s-40s. Unmarried consumers attached greater importance to seller’s information than married consumers. Low-income consumers of less than KRW two million in monthly average in monthly average acquired more information from internet. Based on these finding, some theoretical and practical implications regarding wine purchasing behavior and sales are discussed.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구 방법
Ⅳ. 실증분석
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2013-326-000522176