전통주 선택속성이 구매의도에 미치는 영향

The effect of traditional stock selection attributes on purchase intention: Mediating effect of lifestyle

This study derives more practical implications for establishing an efficient marketing strategy for the traditional liquor industry by verifying the mediating effect of the lifestyle between traditional liquor property attributes and purchase intention. We analyzed 382 adults in Seoul, Gyeonggi, Busan, Daejeon, Gwangju, and Ulsan. Second, the social pursuit lifestyle plays a mediating role between the internal, the external selection attribute and the purchase intention. The gourmet pursuit lifestyle plays a mediating role between internal factors and purchase intentions, but external factors do not. The implications of the research results, effective marketing strategy must be implemented to understand and maximize of buying behavior for traditional liquor. Also, by developing content suitable for lifestyle and grafting it into marketing, it shows logically that it is important for consumers to have a positive attitude toward traditional liquor.