| Summary: | 碩士 === 南開科技大學 === 休閒事業管理研究所 === 107 === The purpose of this study was to investigaterelatedness of the customer participation, customer valueand purchase intentionof rural winery customers,to discuss the differences among customer participation, customer valueand purchase intentionbase on personal background.This research used questionnaire to investigate. In this study, we use 4 rural winery customers of Nantou area for the researching object.
This study byconveniencesampling,the questionnaire with the google form to the rural winery customers and we took 410 questionnaires were recovered, remove the invalid questionnaires 38, and a total of 372 valid questionnaires were obtained, so that, 91.3% efficiency.We analyzed and verified these examples with descriptives statistics, t-test, one-way ANOVA, pearson correlation Analysis,multiple stepwiseregression analysis statistic methods and conclude the main research conclusions as following:
Among rural winery customers, more were female and age from 21 to 30, have an education of colleges, They work in Service industry industries, the month may disposable income 20,001 to 35,000 NT.The demographic statistics resulted significant difference with customer participation, customer value and purchase intention.There were significant correlations among customer participation, customer value and purchase intention.The purchase intentioncan be predicted through “cooperative behavior” and “information sharing” within the category of thecustomer participation.The purchase intentioncan be predicted through“functional value”, “hedonic value” and “symbolic value” within the category of the customer value.
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