Purchasing Behavior Analysis of Wine Consumers Using the Count Data Model

????????????: ??? ????????? ????????? ????????? ???????????? ?????? ???????????? ??????????????? ???????????? ?????? ????????? ?????????.||||???????????? ??? ?????????: ??????????????? ???????????? ?????? ??????????????? ????????????(?????? 6????????? ?????? ?????? ??????, ?????? 1?????? ?????? ?????? ??????)??? ??????????????? ?????? ????????? ???????????? ????????? ?????????(TPOIS)????????? ????????? ?????????(TNB)????????? ????????????, ??????????????? ????????? ????????? ?????????????????? ???????????????.||||?????? ??? ?????? ??????: ?????? ????????????, ??? 4??? ?????? ??? ????????? ???????????? ?????? ??? ????????? ?????????, ??????????????? ??????????????? '?????? 6????????? ?????? ????????????'??? ????????? TPOIS??????, TNB????????? ??????????????? ??? ????????? ????????? ??????????????? ??????????????? ??? ????????? ????????? TNB????????? ???????????? ?????? ???????????? ??????????????? ???????????????. ???????????? ??????????????? ????????? ??????. ??????, ??????????????? ?????? ???????????? ????????????, ????????? ????????? ????????? ??????????????? ???????????????, ????????? ???????????? ??????????????? ????????? ?????? ??????????????? ???(+)??? ????????? ????????? ????????? ????????????. ??????, ??????????????? ??????????????? ????????? ????????? ?????????????????? ????????? ?????? ?????? ????????? ???(+)??? ????????? ?????? ????????? ????????????. ??????, ???????????? ????????? ????????????, ????????? ????????? ????????? ????????? ?????? ??????????????? ???(+)??? ????????? ????????? ????????? ????????????. ??????????????? ??? ??????????????? ??????????????? ???????????? ????????? ???????????? ?????? ???????????????.||||????????? ??? ????????? ?????????: ??? ??????????????? ?????? ???????????? ????????????, ??????????????? ?????? ?????????, ????????? ????????? ??????????????? ?????? ????????? ??????. ?????? ??? ????????? ?????? ?????? ???????????? ??????????????? ?????? ?????????????????? ????????????, ??????????????? ?????? ??????????????? ?????? ???????????? ????????? ??????. ????????? ??? ????????? ????????? ???????????? ???????????? ???????????? ??????????????? ???????????? ????????? ?????? ??? ??????.||||?????? ????????????: ???????????? ?????? ????????? ???????????? ????????? ????????? ????????? ?????? ???????????? ??????????????? ????????? ????????? ?????? ?????????. ?????? ?????? ???????????? ??????????????? ???????????? ???????????? ????????? ????????? ????????? ?????? ?????????.||||?????????: ??? ????????? ????????? ?????? ???????????? ???????????? ???????????? ??????????????????, ??????????????? ????????????(6??????, 1???)??? ?????? ????????????????????? ???????????????. ??? ????????? ?????? ????????? ???????????? ?????? ???????????? ?????? ???????????? ????????? ?????? ?????????????????? ???????????? ?????? ????????? ??????????????? ?????? ????????? ????????? ?????????.Purpose: The purpose of this study is to estimate the purchasing behavior of wine consumers using the count data model.||||Design/methodology/approach: To this end, the Truncated Poisson(TPOIS) Model and Truncated Negative Binomial(TNB) Model were used because the dependent variable of this study was zero-truncated count data. In order to understand the characteristics of wine purchasing behavior, the constructs of the Theory of Planned Behavior(TPB), prior knowledge and motivation were also included as independent variables in the model. Furthermore, the time periods of the dependent variable(frequency of purchasing wine) were specified with two categories(past 6 months and one year) because previous studies using the count data model only measured the dependent variable in a single period.||||Results/findings: The result of this study indicate that the TNB Model having the dependent variable with 'the frequency of purchasing wine in the past six months' was preferred over other models. The results also reveal that single, profession, attitude, perceived behavioral control, prior knowledge and motivation of pleasure had significantly positive effects on the purchasing behavior of wine.||||Research implications/limitations: The findings of this study reflect the increased awareness and interest in the decision-making of consumer behavior for wine in Korea. This study may be one of the forerunner studies that describe the decision-making of consumer behavior for wine by applying the count data model.||||Future work/research: Comparing each segment with different wine consumers by various market characteristics is likely to strengthen the current model(TPOIS & TNB).||||Originality/value: This research framework of the TPOIS & TNB models provides practical insights into the wine industry as well as theoretical implications for academics