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논문 기본 정보

자료유형
학술저널
저자정보
모영(毛英) (충북대학교 국제경영학과) 양연(杨娟) (충북대학교 국제경영학과) 박상수 (충북대학교)
저널정보
한중사회과학학회 한중사회과학연구 한중사회과학연구 제18권 제2호
발행연도
2020.1
수록면
153 - 184 (32page)

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The scale of Chinese wine market grew rapidly since the 1990s. Many overseas wine brands planned to enter the Chinese wine market. Recently, many researches about customer satisfaction and selective characteristics toward wine are operated. However, there is limited research about Chinese customers self-consistency on domestic red wine and imported red wine. as well as, their specific selective characteristics influencing customers repurchase. Under this situation, this research investigates the psychological factors when Chinese customers choose between the wine. In the meantime, focusing on selective characteristics, this research draws a clear picture of the chacteristics such as self-consistency, the Purpose of Purchasing, Repurchase Intention, etc. To get this result, this research compared the distinction between the wine as gifts vs. self-use, domestic vs. import on Chinese customers. First, the results of the differential identification of demographic characteristics. (1) Regarding health choices, unmarried people are higher than married ones. (2) Considering the image of original product country, unmarried people also higher than married ones, especially for the age around 30th. In this case, the factor of age is side proved the level of preference of the original product country’s image among the unmarried 30th. (3) About the repurchase aspect, unmarried people show higher tendency than married ones. Most of them has graduate degree. Meanwhile, in terms of the number of purchases, 1 time / 1 week, 1 time / 1 month or more is the highest. (4) Self-consistency is the highest for one time/one week. Second, the difference in identification of different factors. (1) compared to self-use, in the use of gifts, health, design, self-consistency is higher. (2) In domestic and import choices, domestic prices and origin images are higher than imports. Third, in the elective characteristic of wine, design and brand personality have an impact on self-consistency. Considering of repurchase intentions, except of price, health, design, brand personality, image of origin, and self-consistency have an impact. The design has the greatest impact. For buyers, the design of red wine is an important selection attribute. Fourth, in the media effect of self-consistency, price, health, design, brand personality, and image of origin have some media effects. Self-consistency plays an important role in red wine repurchase intentions. Fifth, (1) wine selection attribute has an influence on the repurchase intention. Self-use, gift use has two factors of price and brand personality. (2) In the relationship between the red wine selection attribute and the repurchase intention, domestic and import only have a regulating effect on the price. Finally, the results of this study provide knowledge to Chinese local red wine company about Chinese consumers’ awareness to Chinese domestic and imports red wine. This providing a theoretical basis for improving current domestic wine. It is important to provide basic information for expanding the strategic marketing of the Chinese domestic wine market.

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