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Effects Origin of the Wine on the Product Evaluation and Purchase Intention

와인의 원산지가 제품평가 및 구매의도에 미치는 영향

  • 이효진 (경희대학교 조리외식경영학과) ;
  • 이상미 (세명대학교 호텔관광학부)
  • Received : 2010.10.08
  • Accepted : 2010.11.17
  • Published : 2011.02.28

Abstract

The purpose of the study is to understand the characteristics of consumers and to provide useful information for the wine vendors to make future sales strategy and a marketing plan according to the origin of the imported wine thorough the factors influencing consumer preferences and purchase intentions. The questionnaires were distributed to consumers who had purchased wine and 224 was collected then analysed. As a result, the origin of the wine had a significant effects on quality and risk perception when consumers evaluate products. Also, the origin of the wine had a significant on consumer's purchase intention.

Keywords

Wine Origin;Product Evaluation;Purchase Intention

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