The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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The Effect of Demographic Characteristics and Quality Recognition Factors on Purchase Intention of Organic Wine

유기농 와인의 품질지각요인과 인구통계학적 특성이 구매의도에 미치는 영향

  • Ju, Eun-Young (Dept. of Cultural Industry, Graduate School of Culture Industry, Sungshin Women's University) ;
  • Ko, Seong-Hee (Dept. of Food and Nutrition, Sungshin Women's University)
  • 주은영 (성신여자대학교 문화산업대학원 문화산업학과) ;
  • 고성희 (성신여자대학교 식품영양학과)
  • Received : 2012.04.17
  • Accepted : 2012.05.31
  • Published : 2012.06.30
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Abstract

This study aimed to analyze the effect of demographic characteristics of consumers and quality recognition factors on purchase intention of organic wine, and to provide preliminary data necessary for the development of wine industry. By factor analysis of collected surveys, quality recognition factors of both the experienced and non-experienced group of organic wine environment/health, varieties of grapes, price, and four brand elements. First, among demographic characteristics, only income level hae a significant influence on the changes in quality recognition causes. Each of quality recognition causes of organic wine had a significant relation with purchase intent. The result of our analysis suggested that 'environment/health' was most influential for the experienced group, and 'health' was most influential for the non-experienced group. Therefore, this hypothesis is supported.

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References

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