와인과 막걸리의 건강효과 인지 및 건강효과 목적의 구매의도 차이 연구: 와인 ``프렌치 패러독스`` 성공사례 벤치마킹을 통한 막걸리 시장 활성화 방안모색을 중심으로
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영문초록
The purpose of this study is to identify the differences of the consumers` intention regarding the extent of the recognition and the purpose of the health benefits between Wine and Makgeolli. This study also examined the differences according to demographic characteristics. Data were collected from 113 wine consumers and 93 Makgeolli consumers. A total of 206 questionnaires were utilized for the final analysis and SPSS Ver. 12.0 was used to make a Frequency Analysis, T-test, and ANOVA. The findings of this study were as follows. First, the result shows that Makgeolli has lower name-recognition of the health-benefit in almost all items (14 items, except 3 items) than Wine. Secondly, wine consumers have stronger latent purchasing power for the health benefit than Makgeolli consumers. Lastly, the analysis showed that the only one factor of the demographic characteristics, the age, was significantly different in the both groups. Wine consumers in 30s and over 40s groups tend to be more perceived the health benefits of wine than 20s group. On the other hand, Makgeolli consumers, in 20s and over 40s groups tend to be more perceived the health benefits of Makgeolli than 30s group. The results show that it is necessary to improve the Makgeolli`s name-awareness of the health-benefit for revitalization of Makgeolli market.
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