The purpose of this study was to validate the difference in perceived value, depending on whisky-related prior knowledge and extent of involvement. Specifically, this study was intended to present the correlation among whisky-related prior knowledge, extent of involvement, and perceived value and lay a foundation for determining the purchase behavior of domestic whisky consumers in practical fields so as to present suggestions for more competitive marketing of whisky.
The samples extracted in this study were 400 persons, comprised of 300 men and 150 women, in their 20s or older who resided in different parts of the nation and had an experience with purchase and intake of whisky over the last 6 months. The questionnaires were distributed to them and 404 sets of questionnaires were used for final analysis, excluding 46 sets containing any missing values or insincere answers.
For empirical verification, the Social Science Statistical Analysis SPSS 20.0 was used for the input and analysis of data obtained from the survey of samples. Frequency analysis was performed to determine demographic characteristics of samples and characteristics of their whisky purchase behavior. As a preliminary step towards validation of hypotheses, we carried out technical analyses on emotional value, social value, situational value, and economic value, all of which were the components constituting the concept of whisky consumers'' perceived value, to determine the distribution of measurement units. In the same way, we performed technical analyses on prior knowledge and extent of involvement which were the independent variables in the research model. Moreover, exploratory factor analysis and reliability test were conducted to analyze the single dimensionality of prior knowledge, extent of involvement, and perceived value which were the concepts investigated in this study.
To classify the level(high-mid-low) of prior knowledge and extent of involvement, we selected the K-means of cluster analysis and thereby could divide the clusters based on the mean value of each group. To validate the research hypotheses, MANOVA(Multivariate Analysis of Variance) was performed to verify the difference, depending on each level of prior knowledge, extent of involvement, and perceived value of whisky, and along with that, post-test was conducted.
Based on results of aforesaid analyses, we verified the existence or non-existence of any significant difference in perceived value factor of whisky, depending on level(high-mid-low) of whisky-related prior knowledge. The results showed that there was a significant difference in perceived value factor of whisky, depending on the level of whisky-related prior knowledge and extent of involvement. In particular, both situational value and economic value of whisky showed statistically significant difference, depending on the level of whisky-related prior knowledge. Furthermore, statistically significant difference was observed in all 4 perceived values, depending on the level(high-mid-low) of whisky-related involvement. Meanwhile, we analyzed the difference in perceived value, depending on interaction between prior knowledge and extent of involvement. The results suggested that there was a difference only in social value, depending on interaction term.
On the basis of aforesaid results, it would be necessary to map out marketing strategies tailored to raise the level of knowledge and involvement among domestic consumers towards whisky in order to ensure expansion of whisky consumption in a desirable fashion. That is, in other words, attributed to the tendency that higher level of knowledge and involvement will lead to higher perceived value of whisky which in turn increases satisfaction of consumers.