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This study was conducted to understand wine community participation motive and provide marketing directions that correspond to diverse needs of consumers based on market segmentation. Data collection was conducted in October 2019 and a total of 289 valid samples were collected. As a result of conducting analysis based on K-means cluster analysis and cross analysis, the samples were clustered into four groups: ‘pursuing hands-on experience type’, ‘experiencing wine taste type’, ‘pursuing social purposes type’, and ‘pursuing knowledge type’. The derived factors were learning theory, hands-on experience, and human interchange. Pursuing hands-on experience type had a higher level of hands-on experience than other groups and experiencing wine taste type scored the lowest in all three categories. Pursuing social purposes type had the highest human interchange factor and pursuing knowledge type had the highest learning theory factor. Based on the aforementioned study results, this study provided wine marketing strategy plans and academic implications.
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