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The results are as follows: First, as a result of analyzing hypothesis 1, perceived wine values affect significantly on satisfaction, it was analyzed that emotional values and image and economical values among the perceived wine values affects significantly on the satisfaction. Second, as a result of analyzing hypothesis 2, perceived wine values affect significantly on loyalty, it was analyzed that only economical values among the perceived wine values affects significantly on the loyalty. Third, as a result of analyzing hypothesis 3, the satisfaction after purchasing wine affects significantly on loyalty, it was analyzed that the satisfaction after purchasing wine affects significantly on loyalty. Finally, as a result of analyzing the differences of perceived wine values of the demographic attributes and wine purchasing attributes, the results showed that the perceived wine values have significant differences of gender, marital status, educational standards, ages, and monthly income, but career. Meanwhile, as a result of analyzing the perceived wine values differences of wine purchasing attributes, the results showed that the perceived wine values have significant differences of drinking frequency, purchasing purpose, partners, drinking place, and purchasing place, but number of wine glasses.
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