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This study was to investigate how Korean wine consumers perceive risk in purchasing wine. The data was collected from 237 wine consumers in Seoul, and analyzed using SPSS Win. Ver. 11.5. The exploratory factor analyses identified three underlying dimensions of perceived risk of wine purchase; physical & social risk, time-loss risk, and financial & performance risk. Two-step cluster analysis was employed to classify wine consumers into a small number of clusters applying those three risk factors as metric variables and demographic and wine purchase behavior characteristics as non-metric variables. One-way ANOVA was also used to identify significant differences in wine purchase risk perception between clusters, and later chi-square tests were employed to understand the association between those clusters and demographic or wine purchase behavior characteristics. Research findings revealed that there were significant association of demographic or wine purchase behavior characteristics by those three clusters who showed significantly different wine purchase risk perception. And implications of these results were examined.
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