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The purpose of this study to analyze the characteristics of wine selection attributes and selection behavior based on personal value of consumers exposed to drinking wines. Wine selection attributes were categorized into five factors; purchasing information, product itself, value, preference and environment and selection behavior were grouped into two factors - ostentatious behavior and reasonable behavior. This study tested causal relationship among these factors and through research findings, suggestions and comments are as follows; First, consumer group pursuing new value perceived product, value and environment factors of wine selection attributes with high importance. Second, wine consumers pursuing traditional value were found to have a negative relationship with both ostentatious and reasonable behavior. Third, product factor in wine selection attributes had no significant influence in ostentatious behavior when purchasing wines but did have a positive relationship with reasonable behavior.
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