The study was conducted to empirically test the relationships of extrinsic cue of wine, customer satisfaction and repurchase intention. And it was also examined the moderating effect of prior knowledge of wine customers in the relationship with extrinsic cue and repurchase intention.
Research model and hypothesis are established through preceding research to achieve the research purpose mentioned above. Effects of wine selection attributes on customer satisfaction and effects of customer satisfaction on repurchase were analyzed after looking into correlation between purchase motives and selection attributes.
A total of 329 usable online and offline questionnaires were collected from judgmentally selected wine customers in Seoul , where the majority of Korea''s wine consumers reside.
SPSS Statistics was employed to analyze the reliability test, and both exploratory and confirmatory factor analyses were performed. Three underlying dimensions of extrinsic cue of wine were award winning career, brand and price. Multiple regression and simple regression were adopted in order to test the research hypotheses. The findings of this study are summarized as follows.
Firstly, in examination of hypothesis 1, the effect of wine selection attributes on satisfaction showed that brand and price had a significant positive effect on satisfaction. but award winning career of extrinsic cue did not have a significant positive effect on satisfaction.
Secondly, from hypothesis test 2, it was found that customer satisfaction had a significant effect on intention to repurchase. This showed that if customers are satisfied with wines, customers had intention to revisit. So attempts to increase consumers’repurchase is needed through fulfilling the customers’ satisfaction on their initial visit.
Thirdly, from hypothesis 3, it was found that the wine involvement does not have moderating effect on extrinsic cue affecting intention to consume. According to research, consumers select wines based on its brand and price of wine regardless of wine’s involvement.
Thus, it suggests that if wine import companies and wine distribution industries focus on the brand image of wine and reasonable price of their own wine, it would be a fruitful marketing strategy by changing wine consumers'' purchase pattern positively on Korean wine market. Studies show that award winning careers does not affect customer satisfaction, thus, it suggests that efforts should be made to promote the recognition of the wine award institution and the importance of the
award winning of wine.