A Study on the Wine Consumers' Perceived Risk of Purchasing by Involvement

관여도에 따른 와인 소비자의 인지된 구매 위험에 관한 연구

The purpose of this study is to investigate Korean wine consumers' perceived risk dimensions affecting wine purchasing behavior and identify the differences in the dimensions by wine involvement. Questionnaires were collected from the wine purchasers of wine retailer shops in Seoul. 230 data were analysed using SPSS package(v. 12.0). Findings were as follows: (1) There were 5 dimensions in the perceived risk of wine purchasing: functional, social, physical, psychological, financial. Social dimension was the most serious risk for wine consumers, then come psychological, functional, financial, and physical ones. (2) There were significant differences in the perceived risk dimensions by involvement level except the financial dimension. The perception level of wine purchasing risk was relatively low in the high involvement group while high in the middle and low involvement groups.