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Hold my beer! Consumer perceptions of innovative and sustainable secondary packaging 拿着我的啤酒消费者对创新和可持续二次包装的看法
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2024-02-20 DOI: 10.1108/ijwbr-07-2023-0042
Cortney L. Norris, Marissa Orlowski, Scott Taylor, Jr.

Purpose

As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability.

Design/methodology/approach

A single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model.

Findings

The results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy.

Originality/value

The authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.

目的 由于社会关注点的不断变化和立法的日益严格,许多公司都在为一次包装和二次包装寻求创新和可持续的解决方案。精酿啤酒行业取得了最显著的进步,推出了各种替代品来取代用于连接啤酒罐的传统二次包装(如塑料环)。然而,尽管包装对消费者的购买行为和环境有影响,二次包装在文献中受到的关注却少得多。本研究旨在通过感知包装创新和可持续发展的内在机制,了解消费者对精酿啤酒二次包装对消费者购买意愿的影响:结果结果表明,没有一种二次包装形式对购买意愿有直接影响,这意味着包装形式本身不会影响消费者的购买决策。重要的是,研究结果还揭示了间接影响;具体而言,Keel Clip 和 Glue-Pack 六包罐支架被认为比 Pak-Tech 支架更具创新性,这反过来又积极影响了人们对包装可持续性的看法以及随后的购买意愿。原创性/价值作者的研究结果扩展了对可持续二次包装的研究,有助于手工酿酒厂和其他饮料生产商在可持续包装日益受到重视的情况下做出明智的决策。
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引用次数: 0
The anatomy of exporting wineries of Argentina 阿根廷出口酒庄剖析
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2024-02-01 DOI: 10.1108/ijwbr-08-2023-0049
Nicolas Depetris Chauvin, Emiliano C. Villanueva

Purpose

This study aims to provide a detailed characterization of Argentinean exporting wineries using a new rich firm-level data set to understand how capabilities and business strategies differ among firms with different levels of involvement in the export market.

Design/methodology/approach

A survey was distributed among all wineries along all wine regions of Argentina; the 45-min questionnaire was answered by 230 wineries, a representative sample with a response rate of 26.3% of the total population of Argentinean wineries. The survey assessed the interaction between wineries’ dynamics and characteristics and their participation in export markets. In the comparative analysis, the results are presented by dividing the sample into four categories according to the export intensity of the wineries.

Findings

High-intensity exporting wineries in Argentina differ from other Argentinean wineries in several dimensions. In particular, the most internationalized Argentinean wineries are the most endowed with higher capabilities; they follow a specific business model emphasizing product differentiation, quality upgrading, brand building and the development of distribution channels. Exporting wineries from Argentina adopt business practices that differ from those that prevail among wineries that only target the domestic market. They have developed firm capabilities such as human capital and technology to play a critical role in quality upgrading for their participation in global wine markets.

Originality/value

To the best of the authors’ knowledge, this paper is the first to study the Argentinean exporting wineries using a firm-level sizeable representative sample.

本研究旨在利用新的丰富的企业级数据集详细描述阿根廷出口葡萄酒酿造厂的特点,以了解参与出口市场程度不同的企业在能力和经营战略方面有何差异。 设计/方法/途径 向阿根廷所有葡萄酒产区的所有葡萄酒酿造厂发放了一份调查问卷;230 家葡萄酒酿造厂回答了这份 45 分钟的调查问卷,占阿根廷葡萄酒酿造厂总数的 26.3%,是一个具有代表性的样本。调查评估了酒庄的动态和特征与其参与出口市场之间的互动关系。在比较分析中,根据酒庄的出口强度将样本分为四类。特别是,国际化程度最高的阿根廷酒庄能力最强;它们遵循特定的商业模式,强调产品差异化、质量升级、品牌建设和分销渠道的发展。阿根廷的出口酒庄所采取的经营方式有别于只面向国内市场的酒庄。据作者所知,本文是首篇利用企业层面的代表性样本对阿根廷出口酒庄进行研究的论文。
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引用次数: 0
Evaluating white wine consumer interest in Grüner Veltliner: a potential signature varietal for Pennsylvania 评估白葡萄酒消费者对 Grüner Veltliner 的兴趣:宾夕法尼亚州的潜在特色品种
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2024-01-19 DOI: 10.1108/ijwbr-04-2023-0020
Kathleen Kelley, Helene Hopfer, Michela Centinari

Purpose

This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.

Design/methodology/approach

A total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.

Findings

Although only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.

Originality/value

The paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.

目的本研究旨在确定白葡萄酒饮用者对美国宾夕法尼亚州的潜在标志性葡萄酒--Grüner Veltliner 葡萄酒的兴趣,并确定可能寻找和购买该葡萄酒品种的消费群体。设计/方法/途径根据对 Grüner Veltliner 葡萄酒的熟悉程度、品种寻找(VARSEEK)得分以及寻找和购买宾夕法尼亚州 Grüner Veltliner 葡萄酒的可能性,对来自美国大西洋中部地区的 676 名葡萄酒消费者进行了比较。研究结果虽然只有三分之一的参与者对Grüner Veltliner葡萄酒有一定的了解,但77%的人对品尝这种葡萄酒 "有点兴趣 "到 "非常有兴趣",66%-67%的人对寻找和购买这两个产区的葡萄酒 "有点可能 "到 "非常可能"。根据购买意向和 VARSEEK 分数(即 VARSEEK 分数低/有可能,VARSEEK 分数高/无可能),参与者对宾夕法尼亚州葡萄酒和格鲁纳维特利纳葡萄酒的世代、葡萄酒消费行为和熟悉程度存在差异。低 VARSEEK/likely 和高 VARSEEK/likely 参与者购买 Grüner Veltliner 的动机因素也存在差异。这为目标市场营销和相关促销策略提供了方向,同时也确定了有兴趣品尝和购买该葡萄酒的消费者。
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引用次数: 0
A toast to emerging terroir: exploring consumer attitudes toward local wine in Ukraine 为新兴风土干杯:探索消费者对乌克兰当地葡萄酒的态度
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2024-01-17 DOI: 10.1108/ijwbr-05-2023-0030
Oleksandra Hanchukova, Natalia Velikova, Olena Motuzenko

Purpose

This paper aims to explore the emerging wine market of Ukraine. Specifically, the study examines Ukrainian consumer attitudes toward local wines and provides profiles of various groups of local wine consumers.

Design/methodology/approach

Data were collected via an online survey of Ukrainian wine consumers (N = 325). Factor and cluster analyses were performed to assess general attitudes toward local wine. Descriptive statistics and analyses of differences (t-tests and chi-square tests) were also used for further data exploration.

Findings

The findings indicate that quality perceptions, price sensitivity and reputation play a vital role in shaping local consumers’ attitudes toward Ukrainian wine. Three distinct consumer segments were identified. Local Skeptics exhibit reserved opinions about local wine. Local ambassadors show the highest level of enthusiasm and support for local wines. Local non-connoisseurs are the least involved and knowledgeable about wine; thus, their opinions about the local wine industry are not formed yet. This is the group that merits the utmost attention from wine marketers.

Originality/value

To the best of the authors’ knowledge, this paper is the first research attempt to identify different types of wine consumers based on their attitudes and perceptions toward local wines in Ukraine.

目的 本文旨在探讨乌克兰的新兴葡萄酒市场。设计/方法/途径通过对乌克兰葡萄酒消费者(N = 325)的在线调查收集数据。通过因子和聚类分析来评估消费者对当地葡萄酒的总体态度。研究结果表明,质量感知、价格敏感度和声誉在影响当地消费者对乌克兰葡萄酒的态度方面起着至关重要的作用。研究发现了三个不同的消费者群体。当地怀疑论者对当地葡萄酒持保留意见。当地葡萄酒大使对当地葡萄酒表现出最高的热情和支持。本地非葡萄酒鉴赏家对葡萄酒的了解和参与程度最低,因此他们对本地葡萄酒业的看法尚未形成。据作者所知,本文是首次根据乌克兰当地葡萄酒消费者的态度和看法来确定不同类型葡萄酒消费者的研究尝试。
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引用次数: 0
The extent of “deceptive” advertising by wine retailers: caveat venditor 葡萄酒零售商 "欺骗性 "广告的程度:注意事项
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2023-12-11 DOI: 10.1108/ijwbr-06-2023-0033
Omer Gokcekus

Purpose

The purpose of this study is to assess the presence of deceptive advertising practices in wine retailers’ e-mails and, if identified, to analyze the extent and content of these deceptive advertisements.

Design/methodology/approach

The study follows an observational research design to examine the accuracy of two claims that were made in 258 marketing e-mails from two major wine retailers in New Jersey, USA: (1) that all wines have 90+ scores; and (2) that these wines are offered at a deeply discounted price.

Findings

The study found that only 3.9% of cases accurately supported both major claims made: the wines having 90+ scores and being offered at a discounted price. Both claims were inaccurate in 64.7% of cases. Nearly half (49.3%) of the advertised wines had concealed critic’s scores below 90 points. Recipients were told they could save 37.2% by purchasing from the advertising retailer, but they could have actually saved 12.7% more by buying the wines elsewhere.

Research limitations/implications

The study’s limitations include the small sample size. Variations between different wine retailers and their advertising practices require further investigation.

Practical implications

Advertised discounts and scores may be inaccurate or incomplete, causing consumer confusion and disappointment, erosion of wine advertisements’ as well as wine retailers’ and wine experts’ credibility.

Social implications

Deceptive advertising can erode consumer trust and lead to unfair practices. Consumers may make purchasing decisions based on misleading information. Deceptive practices create an uneven playing field, giving businesses that engage in them an unfair advantage, hindering market transparency and ethical businesses. Policymakers should develop regulations to protect consumers and ensure fair competition.

Originality/value

An investigation of deceptive advertising practices in the wine industry has not been done before. This exploratory study contributes to consumer awareness and highlights the importance of truthful and transparent marketing practices.

目的本研究的目的是评估葡萄酒零售商的电子邮件中是否存在欺骗性广告行为,如果发现,则分析这些欺骗性广告的程度和内容。本研究采用观察研究设计,对美国新泽西州两家主要葡萄酒零售商的 258 封营销电子邮件中的两项声明的准确性进行了检验:(1) 所有葡萄酒的评分都在 90 分以上;(2) 这些葡萄酒以超低折扣价出售。研究结果本研究发现,只有 3.9% 的案例准确地支持了这两项主要声明:葡萄酒的评分都在 90 分以上和以折扣价出售。在 64.7% 的案例中,这两种说法都不准确。近一半(49.3%)的广告葡萄酒隐藏了低于 90 分的评论家评分。收件人被告知从广告零售商处购买葡萄酒可以节省 37.2%,但实际上他们从其他地方购买葡萄酒可以节省 12.7%。社会影响欺骗性广告会削弱消费者的信任,导致不公平的行为。消费者可能会根据误导性信息做出购买决定。欺骗性行为会造成不公平的竞争环境,使从事欺骗性行为的企业获得不公平的优势,阻碍市场透明度和企业道德。政策制定者应制定相关法规来保护消费者,确保公平竞争。原创性/价值对葡萄酒行业欺骗性广告行为的调查以前从未有过。这项探索性研究有助于提高消费者的意识,并强调了真实、透明的营销行为的重要性。
{"title":"The extent of “deceptive” advertising by wine retailers: caveat venditor","authors":"Omer Gokcekus","doi":"10.1108/ijwbr-06-2023-0033","DOIUrl":"https://doi.org/10.1108/ijwbr-06-2023-0033","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to assess the presence of deceptive advertising practices in wine retailers’ e-mails and, if identified, to analyze the extent and content of these deceptive advertisements.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study follows an observational research design to examine the accuracy of two claims that were made in 258 marketing e-mails from two major wine retailers in New Jersey, USA: (1) that all wines have 90+ scores; and (2) that these wines are offered at a deeply discounted price.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study found that only 3.9% of cases accurately supported both major claims made: the wines having 90+ scores and being offered at a discounted price. Both claims were inaccurate in 64.7% of cases. Nearly half (49.3%) of the advertised wines had concealed critic’s scores below 90 points. Recipients were told they could save 37.2% by purchasing from the advertising retailer, but they could have actually saved 12.7% more by buying the wines elsewhere.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study’s limitations include the small sample size. Variations between different wine retailers and their advertising practices require further investigation.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Advertised discounts and scores may be inaccurate or incomplete, causing consumer confusion and disappointment, erosion of wine advertisements’ as well as wine retailers’ and wine experts’ credibility.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>Deceptive advertising can erode consumer trust and lead to unfair practices. Consumers may make purchasing decisions based on misleading information. Deceptive practices create an uneven playing field, giving businesses that engage in them an unfair advantage, hindering market transparency and ethical businesses. Policymakers should develop regulations to protect consumers and ensure fair competition.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>An investigation of deceptive advertising practices in the wine industry has not been done before. This exploratory study contributes to consumer awareness and highlights the importance of truthful and transparent marketing practices.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138561804","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Craft beer preferences among digitarians in Italy 意大利数码人对精酿啤酒的偏好
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2023-11-28 DOI: 10.1108/ijwbr-04-2023-0022
Angelina De Pascale, Maurizio Lanfranchi, Raffaele Zanchini, Carlo Giannetto, Mario D'Amico, Giuseppe Di Vita

Purpose

In recent years, the global consumption of craft beer witnesses remarkable growth. This growth is attributed to the evolving demographics of beer consumers, particularly the emergence of a new generation known as Digitarians or Generation Z. This study aims to analyze the key determinants influencing craft beer consumption among Digitarians.

Design/methodology/approach

An online questionnaire is administered, and a total of 296 completed responses are included in the statistical analysis. The methodology uses logistic regressions combined with a backward selection process and variance inflation factor analysis to address multicollinearity. The logistic regressions are conducted in three steps to delve into the research objective and gain insights into the behavior of young consumers. The stepwise backward selection aids in obtaining robust coefficients as a variable selection tool.

Findings

The results shed light on how Digitarians’ preferences for craft beer are influenced by various factors, including self-perceived knowledge, alcohol content, gender, food pairings, environment and companionship.

Originality/value

To the best of the authors’ knowledge, this paper contributes novel insights by being the first study to explore the significance of craft beer choices among Digitarians, identifying the role of several predictors in their consumption patterns.

近年来,全球精酿啤酒的消费量显著增长。这一增长归因于啤酒消费者人口结构的不断变化,特别是新一代数字人或z一代的出现。本研究旨在分析影响数字人精酿啤酒消费的关键决定因素。设计/方法/方法进行在线问卷调查,共有296份完整的回复被纳入统计分析。该方法使用逻辑回归结合反向选择过程和方差膨胀因子分析来解决多重共线性。逻辑回归分三步进行,深入研究目标,深入了解年轻消费者的行为。逐步反向选择有助于获得鲁棒系数作为变量选择工具。研究结果揭示了数码人对精酿啤酒的偏好是如何受到各种因素的影响的,包括自我认知、酒精含量、性别、食物搭配、环境和伴侣。原创性/价值据作者所知,这篇论文首次探讨了数码人选择精酿啤酒的重要性,确定了几个预测因素在他们的消费模式中的作用,从而提供了新颖的见解。
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引用次数: 0
Defining the identity-image gap: an analysis of a collective wine brand 界定身份与形象的差距:对一个集体葡萄酒品牌的分析
Q2 Business, Management and Accounting Pub Date : 2023-11-10 DOI: 10.1108/ijwbr-10-2022-0039
Antonio Spiga, Jean-Marie Cardebat
Purpose The brand identity–image gap is a well-known marketing field. However, very little academic work has been done within the wine industry regarding collective brands. With the aim of filling this gap, this paper analyzes and describes the relationship between identity and the image of Bordeaux wines. It is intended as a collective wine brand. Design/methodology/approach From a positivist–functionalist perspective, a 45-question survey has been administered online to N = 53 internal brand operators (winery owners or managers) and to N = 655 external consumers (mainly focusing on 18–25 year-old segment). Nonprobabilistic sampling techniques have been used. Questions were structured within a semantic opposition. Findings Data analysis has shown that the nine-dimension model (physical, personality, culture, self-image, reflection, relationship, positioning, vision and heritage) is capable of collecting a richer and more pertinent set of information concerning the brand identity; statistically significant gaps have been found in 25 out of 45 items; counterintuitively, the consumers have a very different opinion about the brand compared with existing ideas. Direct implications are that internal brand operators may suffer from imposter syndrome; information asymmetry may play a central role in brand perception; and the brand lacks symbolic and inspirational functions. Originality/value Providing an original model to analyze and evaluate the brand identity–image gap, specifically adapted for collective wine brands, this work contributes to the literature by increasing the knowledge about brand identity issues.
品牌认同-形象差距是一个众所周知的营销领域。然而,在葡萄酒行业内,关于集体品牌的学术研究很少。为了填补这一空白,本文分析和描述了波尔多葡萄酒的身份与形象之间的关系。它打算成为一个集体葡萄酒品牌。设计/方法/方法从实证功能主义的角度出发,对N = 53名内部品牌经营者(酒庄所有者或经理)和N = 655名外部消费者(主要集中在18-25岁年龄段)进行了一项45个问题的在线调查。采用了非概率抽样技术。问题在语义上是对立的。数据分析表明,九维模型(身体、个性、文化、自我形象、反思、关系、定位、愿景、传承)能够收集到更丰富、更有针对性的品牌识别信息;在45个项目中,有25个项目存在统计上的显著差距;与直觉相反,消费者对品牌的看法与现有的想法截然不同。直接影响是,内部品牌经营者可能会患上冒名顶替综合症;信息不对称可能在品牌认知中发挥核心作用;品牌缺乏象征性和鼓舞人心的功能。独创性/价值提供了一个原创的模型来分析和评估品牌认同与形象的差距,特别适用于集体葡萄酒品牌,这项工作通过增加关于品牌认同问题的知识来促进文献。
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引用次数: 0
The Indian beer dichotomy: an analysis of risk and benefit perception and its effect on consumer behavior 印度啤酒的二分法:风险和利益感知的分析及其对消费者行为的影响
Q2 Business, Management and Accounting Pub Date : 2023-11-07 DOI: 10.1108/ijwbr-06-2023-0034
Vikas Gupta, Manohar Sajnani
Purpose This paper aims to explore the risk and benefit perceptions influencing beer patrons’ purchase and consumption decisions in India. It delves into the drivers behind consumers’ consumption patterns and attitudes towards beer, which subsequently impact their behavioural intentions, including word-of-mouth recommendations and repurchase intentions. Design/methodology/approach The study uses a structured questionnaire to collect data from 306 beer patrons in Delhi and the National Capital Region. Through exploratory factor analysis and structural equation modelling, the research examines the risk (5) and benefit (3) factors associated with beer consumption using a factor model consisting of 29 constructs. A conceptual framework illustrates the interrelationships between variables, which are subsequently validated empirically. Findings The findings reveal that patrons’ attitudes towards beer are influenced by their perceptions of risk and benefit. Specifically, health and socio-psychological risks are identified as the most significant and negatively impacting factors on patrons’ attitudes. Factorial analysis demonstrates that patrons’ attitudes towards beer are positively influenced by their perception of benefits such as value for money, sensory appeal and convenience. Furthermore, the study highlights that an increase in benefit perception or a decrease in risk perception leads to a favourable shift in patrons’ attitudes towards beer. Originality/value To the best of the authors’ knowledge, this study will be the first to investigate how beer consumers’ consumption patterns and purchase decisions are impacted by assessing consumer risk and benefit perceptions. This study will also aid stakeholders in tailoring their beer offerings better to meet the desires and requirements of their customers.
本文旨在探讨影响印度啤酒顾客购买和消费决策的风险和利益观念。它深入研究了消费者对啤酒的消费模式和态度背后的驱动因素,这些因素随后会影响他们的行为意图,包括口碑推荐和重复购买意愿。设计/方法/方法本研究使用结构化问卷收集了来自德里和国家首都地区306名啤酒顾客的数据。通过探索性因素分析和结构方程建模,研究使用由29个结构组成的因素模型来检验与啤酒消费相关的风险(5)和收益(3)因素。概念框架说明了变量之间的相互关系,这些关系随后经过经验验证。研究结果表明,顾客对啤酒的态度受到他们对风险和利益的看法的影响。具体而言,健康和社会心理风险被确定为影响顾客态度的最重要和最负面的因素。析因分析表明,顾客对啤酒的态度受到他们对诸如物有所值、感官吸引力和便利性等利益的感知的积极影响。此外,该研究强调,利益感知的增加或风险感知的减少会导致顾客对啤酒的态度发生有利的转变。据作者所知,这项研究将首次调查消费者的消费模式和购买决策是如何受到消费者风险和利益感知的影响的。这项研究还将帮助利益相关者更好地定制他们的啤酒产品,以满足客户的愿望和要求。
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引用次数: 0
Wine experience scale: validating the behavior and motivations of Spanish wine tourists 葡萄酒体验量表:验证西班牙葡萄酒游客的行为和动机
Q2 Business, Management and Accounting Pub Date : 2023-11-06 DOI: 10.1108/ijwbr-04-2023-0018
Clara Margaça, Esther Calderon-Monge, José Carlos Sánchez Garcia
Purpose Understanding the role of emotion, landscape, involvement and storytelling related to wine is the basis for understanding the wine tourist experience. The purpose of this study is to analyze the validity and reliability of the wine experience scale in Spain. Design/methodology/approach The scale validation comprised translation, cultural adaptation and validity, in which 250 wine tourists (45.6% male and 54.4% female) from 17 Spanish wineries participated. Data was collected on different days during three consecutive months. To carry out the analyses, IBM SPSS and JASP software were used. Findings The statistical procedures used allowed the verification of psychometric properties as well as adjustment indices and reliability measures. The analyses carried out retained 16 items and ensured grouping into four factors: wine storytelling, wine involvement, winescape and wine tasting excitement. Originality/value By providing this instrument, it will be possible to create a promising path of commercial knowledge. Its application will contribute to establishing a more accurate profile of wine tourists and, simultaneously, to adapting a sustainable tourist offer.
理解与葡萄酒相关的情感、景观、参与和故事的作用是理解葡萄酒旅游体验的基础。本研究的目的是分析西班牙葡萄酒体验量表的效度和信度。规模验证包括翻译、文化适应和有效性,来自17个西班牙酒庄的250名葡萄酒游客(45.6%为男性,54.4%为女性)参与了测试。数据在连续三个月的不同日期收集。采用IBM SPSS和JASP软件进行分析。使用的统计程序允许心理测量特性以及调整指标和信度测量的验证。分析保留了16个项目,并确保将其分为四个因素:葡萄酒故事、葡萄酒参与、葡萄酒逃避和品酒兴奋。独创性/价值通过提供这种工具,将有可能创造一条有前途的商业知识之路。它的应用将有助于建立一个更准确的葡萄酒游客档案,同时,适应可持续的旅游服务。
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引用次数: 0
Experiences in a wine tourism destination from the visitors’ perspective 从游客的角度体验葡萄酒旅游目的地
Q2 Business, Management and Accounting Pub Date : 2023-11-01 DOI: 10.1108/ijwbr-05-2023-0028
Marcia Mariluz Amaral, Vitor Roslindo Kuhn, Sara Joana Gadotti dos Anjos, Luiz Carlos da Silva Flores
Purpose The objective of this study is to analyze the experiences in wine tourism according to narratives shared by the visitors themselves. Furthermore, this study aims to examine the levels of intensity associated with these experiences within a wine destination, considering the segmentation of visitors. Design/methodology/approach This study uses a mixed-methods approach to analyze data, incorporating a deductive process followed by content analysis. Data collection procedures include a bibliographic review and a data survey conducted through netnography research to analyze 954 visitor reviews on TripAdvisor shared by visitors to Vale dos Vinhedos. Also, statistical analysis is performed to assess whether there are any significant variations in attribute citations among different market segmentation profiles. Findings The study’s discoveries indicate that there are no significant differences in intensity among profile segments for the dimensions of entertainment, aesthetics, educational and interactions, unlike escapism. The findings reveal that attributes such as “winery,” “wine,” “products and services” and “landscape” are essential for all visitors. In addition, the study shows that social interactions in the wine tourism destination are not as significant as previously assumed. Originality/value This research study constitutes a methodological advancement in the field of market segmentation using electronic word-of-mouth data. It provides crucial insights into the experiential nuances of the research locus and the varying degrees of these experiences in relation to visitor segmentation. Additionally, the contributions of this study are not only of theoretical importance but also hold practical implications for market segmentation strategies.
本研究的目的是根据游客自己的叙述来分析葡萄酒旅游的体验。此外,考虑到游客的细分,本研究旨在研究与葡萄酒目的地内这些体验相关的强度水平。设计/方法/方法本研究采用混合方法分析数据,包括演绎过程和内容分析。数据收集程序包括书目审查和通过网络研究进行的数据调查,以分析Vale dos Vinhedos游客在TripAdvisor上分享的954条游客评论。此外,还进行了统计分析,以评估在不同的细分市场概况中,属性引用是否存在显著差异。研究发现,与逃避主义不同,不同侧面段在娱乐、美学、教育和互动维度上的强度没有显著差异。调查结果显示,“酒庄”、“葡萄酒”、“产品和服务”以及“景观”等属性对所有游客都很重要。此外,研究表明,葡萄酒旅游目的地的社会互动并不像之前假设的那样重要。原创性/价值本研究是利用电子口碑数据进行市场细分的方法论进步。它为研究地点的经验细微差别以及与访问者细分相关的这些经验的不同程度提供了至关重要的见解。此外,本研究的贡献不仅具有理论意义,而且对市场细分策略具有实际意义。
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International Journal of Wine Business Research
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