Research for the variables behind Customers' Repurchase Intention to the Craft Beer

摘要: With the upgrade of consumption level, craft beer has attracted growing attention and appreciation from consumers. This study has investigated the influence of brand image, perceived service quality, beer flavor diversity, and price rationality on customers' repurchase intention, along with the mediating role of customers' satisfaction in the aforementioned relationships. The study was conducted in Wuhan, Hubei Province, used a Likert-scale questionnaire as the main body of the questionnaire. IBM SPSS STATISTICS 19 software (SPSS Inc., Chicago, IL, USA) was used for data analysis. The results revealed the positively of brand image, perceived service quality, beer flavor diversity, and price rationality on customers' repurchase intention, along with the mediating role of customers' satisfaction in the aforementioned relationships. This study also found that brand image occupies a dominant position in the variables that promote the customers' repurchase intention in the craft beer industry. The results of study contributed to an understanding of craft beer consumption behavior.