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As many web contents, many of on-line wine quality rating information have been generated and released by individual expert and grouped experts. The purpose of this study is to explore the influence of subjective wine quality appraisal types on retail prices in Korean on-premise market. The authors analyzed the explanatory power of two types of appraisal, conducted by individual expert and expert group on 900 listed wines produced in 3 different countries and sold in 7 hotel restaurants and wine bars in Korea. Collective appraisals on Bordeaux and Bourgogne wine samples had stronger influence on retail price than individual appraisal. On other hand, individual appraisal on Champagne, Tuscans, Piedmont, and Californian wine samples had stronger influence than collective appraisals.
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