Today, as the Korean food culture has developed into western, wine is becoming popular among public and catching on with trend. The wine market is expanding into its variety, quality, and price that reflect consumer' s appetite. By reflecting this current social trend, the research has conducted to verify the influential relationship between the consumption motivation of wine, (hedonic motivation, ostentatious motivation, utility motivation, and social motivation), the flow, the psychological happiness and the continuous intention of its consumption and to confirm the moderating effect of the wine involvement. The purpose of the research is to provide the fundamental data to the various restaurant to increase the sales power, and moreover to suggest the strategic method to secure the loyal customer by eliciting the positive attitude from wine consumers.
The research has progressed targeting from the consumers who have experienced drinking wine past six months. The information and the duration of survey have gathered from the expert' s opinions and feed backs. The pilot test has conducted through 60 volumes of surveys from July 15th, 2022 to July 31st, 2022. After the pilot test, the survey inspection was conducted by checking measurement equipment, modified and supplemented and the main survey was re-conducted from August 10th,2022toAugust31st,2022. The main principle of the survey was targeting residents from Busan, Ulsan, Gyeong Nam, and Gyung Buk province by face questioning. A total of 400 questionnaires were distributed, of which 310 copies were used for analysis, excluding 90 copies of unfaithful responses and 90 copies of responses without experience in wine consumption within 6 months.To be able to accomplish the fundamental objective of the research, various analyses were used including frequency analysis, technical control analysis, reliability analysis, confirmatory factor analysis , and structural equation model analysis by using IBM SPSS 25.0 and AMOS 23.0 statistic programs.
To summarize the results of the study, it can be summarized as follows. First, Hypothesis 1, the verification on the influence of wine consumption motivation toward flow was appeared positive(+). In contrast, ostentatious motivation has no significant impact. Second, Hypothesis 2, the verification on the influence of wine consumption motivation toward psychological happiness, hedonic motivation, and social motivation were appeared positive (+) toward psychological motivation. In contrast, ostentatious motivation and utility motivation had no significant impact. Third, Hypothesis 3 was adopted as the flow appeared positive (+) influence on the psychological happiness. Fourth, Hypothesis 4 was adopted as the flow appeared positive (+) influence on the continuous intention of consumption. Fifth, Hypothesis 5 was adopted as the psychological happiness appeared positive (+) influence on the continuous intention of consumption. Sixth, the hedonic motivation appeared positive (+) on the continuous intention of consumption. However, ostentatious motivation, utility motivation, and social motivation had no significant impact on the continuous intention of consumption. Lastly, as a result of verifying the moderating effect according to wine involvement, the difference in influence between groups was confirmed in the path between utility motivation and flow, the path between utility motivation and psychological happiness, and the path between psychological happiness and continuous use intention.
Thus, the academic implications and the operational suggestion based on the research are as follow. First, the research will be considered to provide a meaningful academic fundamental data for related research in the future by verifying causality implementing psychological emotion (the new variable) into wine consumption behavior. Second, it suggested that the management of human services in the physical environment such as menus and facilities including sommeliers and human resource service management are very important to feel flow and psychological happiness in wine consumption. Third, it is considered that the wine consumers can be said to have situational immersion for psychological stability through immersion situations related to work or social life. Therefore, restaurants selling wine suggested the need to separate and operate physical interiors such as space, sound, and lighting. Fourth, it is suggested that restaurants and wine shops selling wine analyze the rapidly changing wine trends, examine consumers by segmenting them into various variables and have the qualified professional sommeliers to recommend wine.