Jess (Jeonghyun) Lee

This study proposes an efficient and practical marketing strategy for the Korean wine industry by verifying the mediating effect of lifestyle on the selection of Korean wine, in terms of intrinsic and extrinsic attributes, as well as purchase intention. After surveying only those consumers who had experience drinking Korean wine, the study classified the consumers according to lifestyles that had not been practically verified in previous research on Korean wine, and identified the consumption characteristics of each classification. Furthermore, specific marketing strategies are proposed based on this research and classification. Data were collected from consumers who had purchased Korean wine within the last three months. Both online and offline surveys were conducted and 291 samples were analyzed using SPSS 22.0 and AMOS 18.0. The results reveal that the lifestyle of consumers who value the intrinsic attributes of Korean wine generally fall under the categories of social, health, and gourmet pursuit, and that there was a difference in purchase intention according to each type. Consumers who value the extrinsic attributes of Korean wine showed similar results. These results demonstrate the importance of understanding the consumers’ purchasing behavior. Thus, the study suggests marketing strategies according to each lifestyle for consumers to have a positive attitude toward the Korean wine market.