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소비자 라이프스타일에 따른 와인 선택 속성이 고객만족과 애호도에 미치는 영향 : 구매상황변수의 조절효과

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Alternative Title
The Impact of Loyalty and Customer Satisfaction on Wine Selections Attributes based on Lifestyle of Wine Consumers: The Moderating Effects of Situational Variables
Abstract
Wine has become a popular alcohol, not a table luxury or a luxury item any
more with the increase of the national income, the spread of drinking culture
in favor of the low-alcohol beverage, the interest about well-being life style
and so on. The higher the interest about wine is, the bigger the meaning of
culture as enjoying and learning wine, not a drink for just drinking.
While the various researches on the action researches of consumers related
with wine have examined actively compared to the scale of the domestic
wine market which grows rapidly like this, the action researches on
consumers related with wine purchase decision making demonstrate
insufficiently, Hence, this study is to investigate the evaluation of wine
selection attributes, satisfaction and loyalty by wine consumers' lifestyle. and
moderating effects of purchase situational variables.Through this study, it would be helped that the current state of domestic
wine consumer behavior is comprehended, the way to carry out the wine
consumer behavior is prepared and the future sales strategies and the
marketing plan of the industry related with wine are established.
To achieve the purpose of the study, the surveys were conducted target
350 wine customers in Jeju and Seoul. 331 responses were collected, 21
responses were deleted lacking proper information fill in. A descriptive
statistical analysis was applied to the remaining 310 responses. The statistical
techniques used for carrying out hypothesis-testing are EFA(Exploratory
Factor Analysis), multiple-regression analysis, moderating effect in SPSS 18.0.
Research model of this study was proved to be acceptable through
significant findings from the study are as follows;
First, fashion-oriented, sociality-oriented, rationality-oriented lifestyle
consumers did have significant effect on wine selection internal attributes,
However, well being-oriented, enjoyment-oriented lifestyle was no significant
effect. These findings imply that wine consumers have a different preference
when selecting wines and segmenting wine market according to the consumer
preference is suggested.
Second, all types of lifestyle except sociality-oriented lifestyle was having a
positive effect on wine selection external attributes.
Third, wine selection internal/external attributes has a positive(+) effect to
consumer satisfaction and loyalty. Test results, had a positive impact.
Fourth, wine consumer lifestyle and wine selection internal/external
attributes will be acts as moderating effects of wine purchase variables. Test
results, lifestyle and wine selection internal/external attributes were found to
have mediation effect.
Wine consumers occupy a large portion of the beginners for wine in the
domestic wine market, but according as the interest about the information ofwine and the knowledge about wine of wine consumers is high gradually, the
purchasing behavior of wine of wine consumers wine selection attributes
should be comprehended and the effective marketing strategies should be
executed.
The consumers who experienced wine purchase think wine selection
attributes different before and after experiencing the wine drinking, and it
shows that the circumstantial variables as purchase situation are prove to be
important predicted variables in the behavior field of wine consumers, and it
implies appropriate wine educations according to the consuming trend about
wine for wine consumers who have experienced education should be needed.
Author(s)
오창일
Issued Date
2015
Awarded Date
2015. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000007220
Alternative Author(s)
Oh, Chang Il
Department
경영대학원 경영학과
Table Of Contents
Ⅰ. 서 론 1
1. 문제제기 및 연구 배경 1
2. 연구 목적 및 방법 4
3. 논문의 구성 5
Ⅱ. 이론적 배경 7
1. 소비자 라이프스타일 7
1) 라이프스타일의 의의 7
2) 라이프스타일의 측정 10
3) 와인 소비자의 라이프스타일 선행연구 15
2. 와인 선택속성 18
1) 선택속성의 의의 18
2) 와인 선택속성 19
3) 와인 선택속성 선행연구 28
3. 고객 만족 32
1) 고객만족의 의의 33
2) 고객만족의 결정이론 35
3) 와인 고객만족 선행연구 38
4. 애호도 39
1) 애호도의 의의 39
2) 애호도 측정 42
3) 와인 애호도 선행연구 44
5. 구매상황 요인 45
1) 상황의 개념과 분류 45
2) 구매상황 요인의 선행연구 49
Ⅲ. 연구 설계 및 방법 53
1. 연구모형 53
2. 연구가설 54
1) 소비자 라이프스타일과 와인 선택속성 54
2) 와인 선택속성과 고객만족, 와인 애호도 57
3) 고객만족과 와인 애호도 60
4) 구매상황 요인의 조절효과 60
3. 변수의 조작적 정의 및 측정 62
1) 소비자 라이프스타일 62
2) 와인 선택속성 63
3) 고객 만족 65
4) 와인 애호도 66
5) 구매상황 요인 67
4. 조사 설계 68
1) 조사 방법 68
2) 분석 방법 69
3) 설문의 구성 69
Ⅳ. 실증분석 71
1. 표본의 일반적 특성 71
2. 신뢰도와 타당성 분석 73
1) 측정요인별 신뢰도와 타당성 검증 74
2) 주요 개념 간 상관관계 77
3. 가설 검증 78
1) 라이프스타일 유형과 와인 선택속성 간의 관계 78
2) 와인 선택속성과 고객만족, 와인 애호도와의 관계 81
3) 고객만족과 와인 애호도와의 관계 82
4) 구매상황 요인의 조절효과 83
V. 결 론 93
1. 연구결과의 요약 93
2. 연구의 시사점 94
1) 이론적 시사점 94
2) 실무적 시사점 95
3. 연구의 한계 및 향후 연구 98
* 참고 문헌 99
* 설문지(1) 117
* 설문지(2) 119
Degree
Master
Publisher
제주대학교 경영대학원
Citation
오창일. (2015). 소비자 라이프스타일에 따른 와인 선택 속성이 고객만족과 애호도에 미치는 영향 : 구매상황변수의 조절효과
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