와인구매에 나타난 다차원개념의 지각된 가치가 만족 및 구매의도에 미치는 영향

This study is to identify the dimensions of perceived value for wine product and explore the relations with satisfaction and purchase intention. 4 factors of perceived value have been identified; price value, quality value, emotional value, and social value. 4 factors of perceived valued were significantly associated with satisfaction & satisfaction was positively associated with purchase intention. Customer satisfaction was most affected by the emotional value, which was followed by the price value, social, and quality value in order. But 3 factors except quality value were not significantly associated with purchase intension. Therefore, different strategies to customer patterns should be developed to increase the market share of wine industry.