막걸리 소비자의 구매동기, 선택속성 및 소비자 만족 간 관계 분석

초록

The purposes of this study were to (1) identify the relationships between Makgeolli consumers’ purchase motivations and selection attributes, and (2) investigate significant selection attributes for inducing patrons’ satisfaction. Based on the existing theoretical backgrounds, five purchase motivation of Makgeolli and seven attributes were derived. The theoretical relationships between the proposed concepts were also developed via literature review. The proposed conceptual model was empirically tested via multivariate analyses using data collected from 274 Makgeolli consumers. Based on data analysis, it was found that interrelationships between purchase motivation and selection attribute of Makgeolli are significant. Furthermore, three selection attributes of Makgeolli are crucial elements in the formation of overall consumer satisfaction. The theoretical and managerial implications of these findings are discussed in the article.

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