The Role of Beer Measure Platforms in Consumer Beer Evaluation

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Iksuk Kim
• 간행물 정보: 『아태비즈니스연구』제15권 제4호, 51~63쪽, 전체 13쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

Purpose - This research aims to directly test the relationship between consumers’ overall beer evaluations and the measures they use to generate them. Design/methodology/approach - The data was obtained from a public data website. Over 500,000 data points were used for the analysis. A one-way analysis of variance (ANOVA) was conducted to examine the relationship between overall beer evaluation and beer type. After then a multiple regression analysis was conducted to examine how well major beer evaluation measures predicted beer consumers’ overall ratings. Findings - Findings showed that a relationship does exist between beer measures and overall evaluations. Research implications or Originality - This research lends further empirical support to the composite beer evaluation model and its sub-measure facets, confirming the five-measure model as a useful tool for investigating consumer behavior in the beer market. Consequently, the findings provide a foundation for marketing researchers to develop additional theories of consumer behavior within the beer market.

목차

Ⅰ. Introduction

Ⅱ. Previous Beer Research

Ⅲ. Data

Ⅳ. Analysis and Results

Ⅴ. Discussion

Ⅵ. Conclusion and Implications

References

키워드

Beer market Beer measure platforms