중국 북경 소비자의 샤인머스캣 구매의향 결정요인 및 가격민감도 분석

The objective of this study is to analyze factors affecting purchase intention and conduct price sensitivity analysis of Korean Shine-muscat for Chinese consumers. Logit model has been set up to find purchase intention with survey data which was conducted in Beijing China. The results show that the high-income, unmarried consumers are more sensitive to the price of Korean Shine-muscat than low-income, married consumers, but have higher purchase intention. Also, consumers who perceive Korea positively and those who prefer Korean dramas are more sensitive to the price but have higher purchase intention. Consumers with a high monthly purchase frequency of Shine-muscat have higher purchase intention of Korean Shinemuscat, but are more sensitive to the price. The results of this study can be utilized as basic information for promoting the export of Korean Shine- muscat to China.