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The purpose of this study is to examine the differences of wine selection attributes in terms of consumer types and to identify determinant factors that explain both customer satisfaction and repurchase intention. In order to meet the purpose of this study, frequency analysis, factor analysis, analysis of variance, and multiple regression analysis were adopted. It was found that importance of ‘brand and breed’ and ‘recommendation and color’ were perceived differently by consumer types. In addition, ‘recommendation and color’ and ‘taste and flavor’ affected customer satisfaction and all the four determinant factors (i.e., ‘brand and breed,’ ‘recommendation and color,’ ‘taste and flavor,’ and ‘price and promotion’) affected repurchase intention.
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