The Relationships Among Recreational Specialization, Product Involvement And Country Of Origin For The Wine Taster

• Main Authors: Hung, Yuhsiang, 洪裕翔
• Other Authors: Yeh, Shangpao
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/59382213364594469060

碩士 === 義守大學 === 管理學院管理碩博士班 === 100 === The main purpose of this study is to discuss the involvement of wine taster on the activity of wine taste and the product of wine which will affect the country of origin image. This is a quantitative research. The Data is collected by questionnaire for people over 18 years old and have experience of drinking. With 407 questionnaire issued and 326 were collected at an effective rate of 80.09%. This research finds that the recreational specialization of wine tasters has a positive effect on the involvement of product. The recreational specialization of wine taster and the involvement of product have positive effect on country of origin image. Country of origin tasters recreation specialization and product involvement but no interference effects, this study suggests that the main reason is When tasting specialization and product involvement increase as a result, the tasters tasted many different after the country's red wine, red wine for each country has also been a considerable degree of understanding in the selection of red wine will do personal subjective view selection, so the image of the country of origin on wine tasting specialization and product involvement no interference effects.