초록 close

The purpose of this paper is to identify the motivations of Korean wine consumers to purchase French wine and to examine the relationships between purchase motivations and post satisfaction. An on-site survey was conducted to Korean wine consumers who had purchased French wine more than once within the previous month. Five hundred twelve questionnaires out of a total of 553 were utilized to examine the relationships between research constructs. Eight underlying dimensions of wine purchasing motivation were delineated using factor analysis. Multiple regression analyses were conducted to examine the relationships between the eight extracted underlying factors from wine purchasing motivation and the three variables from post-purchase satisfaction. The results indicate that quality satisfaction was affected by priority, enjoyment, and mood. Price satisfaction was affected by special relation, health-related, special gift, and mood. In addition, general satisfaction with French wine was affected by enjoyment, health-related, priority, and mood. Practical implications for marketing managers are presented in the conclusion section.