와인 여가활동 선택행동의 세대 특성 연구 -이항로짓모형을 적용- (A Study on the Characteristics of the Generation’s Choice Behavior in Wine Leisure Activities -Application of the Binomial Logit Model-)

서지정보

· 발행기관 : 한국외식산업학회
· 수록지 정보 : 한국외식산업학회지 / 18권 / 2호 / 171 ~ 186페이지
· 저자명 : 이원옥

초록

The purpose of this study is to identify complex factors affecting the behavioral intention of wine leisure activities and to compare the differences in the behavioral intention of wine leisure activities by generation. The necessity of research to compare the differences between participants divided by two generations was raised and divided into MZ generation and older generation groups. By identifying various factors affecting wine leisure activity behavioral intentions by generation, it is intended to understand consumers' consumption behavioral patterns and pursued leisure life for wine leisure activities to present development directions and sustainable management. For analysis, the binomial logit model was set, and the likelihood ratio test was conducted to test the suitability of the intergroup model to confirm that the explanatory variables used in the model had an important influence on explaining the dependent variable.
The results of the empirical analysis and the implications thereof are as follows. In the case of millennials, the participants who value information and playfulness factors in gender, SNS, wine tasting, and wine leisure activities were found to have a relatively higher intention to re-engage. In the case of the older generation, it was found that the more important the factors of playfulness and luxury were in the wine tasting and wine leisure activity selection attributes, the higher the willingness to re-participate. In future research, it is necessary to conduct in-depth research that reflects various leisure activities related to wine to suit the situation of the wine industry and expand the subject of the study through comparative analysis between regions.

영어초록

The purpose of this study is to identify complex factors affecting the behavioral intention of wine leisure activities and to compare the differences in the behavioral intention of wine leisure activities by generation. The necessity of research to compare the differences between participants divided by two generations was raised and divided into MZ generation and older generation groups. By identifying various factors affecting wine leisure activity behavioral intentions by generation, it is intended to understand consumers' consumption behavioral patterns and pursued leisure life for wine leisure activities to present development directions and sustainable management. For analysis, the binomial logit model was set, and the likelihood ratio test was conducted to test the suitability of the intergroup model to confirm that the explanatory variables used in the model had an important influence on explaining the dependent variable.
The results of the empirical analysis and the implications thereof are as follows. In the case of millennials, the participants who value information and playfulness factors in gender, SNS, wine tasting, and wine leisure activities were found to have a relatively higher intention to re-engage. In the case of the older generation, it was found that the more important the factors of playfulness and luxury were in the wine tasting and wine leisure activity selection attributes, the higher the willingness to re-participate. In future research, it is necessary to conduct in-depth research that reflects various leisure activities related to wine to suit the situation of the wine industry and expand the subject of the study through comparative analysis between regions.

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