지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2024.12
- 수록면
- 158 - 179 (22page)
- DOI
- 10.15706/jksms.2024.25.5.007
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초록· 키워드
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This study investigates consumers' perceived risk and experiences of faulty wine on behavioral intention in the off-premise wine market. It finds that perceived risk significantly influences experiences of faulty wine, and the experiences are related to reducing behavioral intention. However, perceived risk does not directly affect behavioral intention. This result indicates that experiences act as a mediating factor between perceived risk and behavioral intention. And consumers with limited experiences automatically think this is only a matter of preference not the faults of wine. In conclusion, implementing an immediate exchange & refund system, transparent quality assurance, various tasting events, and providing education programs on wine faults are key strategies to reinforce consumer trust and loyalty.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석 결과
Ⅴ. 결론
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