초록 열기/닫기 버튼
The purpose of this study is to survey the influence of risk perception and information survey of wine purchase, placed as a cultural icon as per current trend. In this study, find the difference between the group of involvement level and to approach the wine consuming attitude practically. Data were collected from the wine purchasers of wine retailer shops in Seoul & Gyeonggi-do. Three hundred seventy six data were analysed using SPSS package(v. 18.0). As a result, through factor analysis and identified 4 factors of risk (functional,social, financial, psychological) and significant differences were found either perception of risks in purchasing wines in terms of wine involvement groups. This paper gives great meaning to wine importer, restaurant manager, winery merchant to reduce the wine marketing barrier and increase sales by the study, the risk perception as a factor of purchase barrier.
