와인의 지각된 가치가 소비자 만족과 재구매 의도에 미치는 영향

This study attempted to understand the impact of perceived value of wine by consumer propensity on consumer satisfaction and repurchase intention. This study aims to provide a basis for research on the wine industry and at the same time provide managers and marketers who sell wine with the basic data necessary for establishing an effective marketing strategy. For empirical analysis, statistical package SPSS 18.0 software was used, and frequency analysis, factorial analysis, multiple regression analysis were carried out. The results of the analyses are as follows: First, regarding the types of their purchase of wine, most of them purchased wine in large discount stores and liquor stores, most of their frequency of drinking wine was once or twice in 3 months or once or twice a month. Second, as a result of a descriptive analysis of measured variables, respondents overall showed a value higher than the average in an analysis on the perception of their perceived value of wine, and the respondents who thought that there were various kinds of wine had the highest perception. Third, the moderating effect of the perceived value of wine by consumption propensity on consumer satisfaction and repurchase intention was verified. As a result of the analysis, in the moderating effect of conspicuous consumption on consumer satisfaction, conspicuous consumption in consumption propensity regarding the impact of the perceived value on consumer satisfaction had a partial moderating effect only on social value while in the influence relationship between perceived value and repurchase intention, there was no interaction effect between conspicuous consumption and perceived value.