Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
권호 표지

Effects and Interrelationship on Sensual Behavior and Wine Information Sources in Selection Attributes of Wine

와인 선택 속성에 대한 관능적 태도와 와인 정보원의 영향 및 상호관계

  • Kang, Kun-Og (Dept. of Nutrition and Culinary Science, Hankyong National University)
  • 강근옥 (국립한경대학교 영양조리과학과)
  • Received : 2014.06.30
  • Accepted : 2014.08.20
  • Published : 2014.08.31
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Abstract

This study investigated the effects and interrelationship on sensual behavior and wine information sources in selection attributes of wine. Selection attributes of wine were categorized into four variables: sensual behavior, recommend information, label information, and wine information. The study showed that for sensual behavior variable, "taste" was the most influential item as compared to "food harmony", "mood harmony" and "partner's choice". For recommendation information, label information and wine information, "specialist", "grape varieties" and "brand" had the most significant effects. The study performed factor analysis on sensual behavior and wine information sources. The cumulative variance was 74.197%, implying that all four variables incorporated appropriate items. In the reliability analysis, all four variables showed Cronbach's ${\alpha}$ values above 0.6. In the analysis of the causal relations using a structural model, the effects of customers' sensual behavior on wine information sources was further investigated. The model verified that taste, food harmony, mood harmony and partner's choice, which are items of sensual behavior, had significant impacts when choosing wine. Sensual behavior influenced all wine information sources, which customers utilize in decision-making. Among these sources, sensual behavior had the biggest effects on recommendation information, followed by wine information and label information.

Keywords

References

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