This study attempts to investigate the relationships between wine perceived risk and satisfaction and loyalty among Korean wine consumers. A sample of 300 surveys which showed a 91.0% usual response rate. From the literature review, wine perceived risk measurement tool of Korean wine consumers had been developed. The exploratory factor analyses identified three underlying dimensions of wine perceived risk; psychological, time-loss, and functional. The validity and reliability of variables are verified by both reliability analysis and confirmatory factor analysis. Structural equational modeling was employed to test the relationships between wine perceived risk and satisfaction and loyalty.As a result, functional risk of wine consumption have significantly negative(-) effect on satisfaction after purchase. On the contrary both psychological and time-loss have no significant effect.And the managerial implications of these results for perceived risk of wine consumption are discussed.
This study attempts to investigate the relationships between wine perceived risk and satisfaction and loyalty among Korean wine consumers. A sample of 300 surveys which showed a 91.0% usual response rate. From the literature review, wine perceived risk measurement tool of Korean wine consumers had been developed. The exploratory factor analyses identified three underlying dimensions of wine perceived risk; psychological, time-loss, and functional. The validity and reliability of variables are verified by both reliability analysis and confirmatory factor analysis. Structural equational modeling was employed to test the relationships between wine perceived risk and satisfaction and loyalty.As a result, functional risk of wine consumption have significantly negative(-) effect on satisfaction after purchase. On the contrary both psychological and time-loss have no significant effect.And the managerial implications of these results for perceived risk of wine consumption are discussed.
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