A study on changes in consumer attitudes toward imported wine in Korea following expansion of import opening

As the wine import market is showing explosive growth as the number of wine lovers increases, research on consumers' perceptions and attitudes is not being actively conducted. Therefore, the survey was conducted with the purpose of finding out consumer attitudes toward imported wine. The research was conducted through surveys. The results of the study showed that the benefits perceived by consumers regarding imported wine had a positive effect on brand attitude and repurchase intention, and the moderating effect of country of origin image perception also had a positive effect. It is believed that the establishment of STP strategies for each level of wine-related consumers is required in line with the increasing demand for high-end wine and the improving level of expert knowledge about wine in the future.