Purpose – This study aims to investigate domestic wine consumption behavior and make future sales strategies and marketing plans.
Research design, data, and methodology – To achieve the purpose of the study, the surveys were conducted targeting 350 wine customers in Jeju and Seoul. 331 responses were collected, and out of them, 21 responses were deleted because they lacked the proper information fill in. A descriptive statistical analysis was applied to the remaining 310 responses. The statistical techniques used for carrying out hypothesis-testing are EFA_(exploratory factor analysis), multiple-regression analysis, and moderating effect in SPSS 18.0.
Results – The results indicate that fashion oriented, sociality aspiration and rationality seeking lifestyles had significant influence upon internal attributes. However, well-being oriented and having enjoyment oriented lifestyle had no significant influence upon internal attributes. Furthermore, all the types of lifestyles except social aspiration lifestyles had a positive influence upon external attributes, whereas internal or external attributes had positive influence on customer satisfaction.
Conclusions – The consumers who experienced wine purchases think wine selection attributes differ before and after experiencing wine drinking, and it shows that the circumstantial variables as purchase situations prove to be important predicted variables in the behavior field of wine consumers. It implies appropriate wine education according to the consuming trend about wine for wine consumers are needed.

Abstract
 1. Introduction
 2. Theoretical Background
  2.1. Consumer lifestyle
  2.2. Wine buying behavior
 3. Model and Hypotheses
  3.1. Model
  3.2. Hypotheses
 4. Empirical Analysis and Findings
  4.1. Characteristics of interviewees
  4.2. Reliability and Validity
  4.3. Descriptive statistics and correlation
  4.4. Hypothesis test
 5. Conclusions
 Reference

• Chang-Il Oh(Doctoral Student, Department of Business Administration, Jeju National University)
• Yong-Cheol Hwang(Professor, Department of Business Administration, Jeju National University) Corresponding Author