感官线索对消费者葡萄酒口味认知和行为的影响:来自品酒实验的证据

IF 9.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Contemporary Hospitality Management Pub Date : 2024-05-27 DOI:10.1108/ijchm-08-2023-1160
Weixi Yuan, Fumei Guo, Mimi Li, Haiyan Song
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引用次数: 0

摘要

目的 本研究旨在探讨感官线索顺序、葡萄酒知识和视觉-嗅觉(V-O)一致性如何影响消费者对葡萄酒的味觉感知以及他们随后的行为。在不一致的条件下,专家对葡萄酒香气的享受、情感反应、认知评价和购买意向都较低。与嗅觉-视觉(O-V)顺序相比,V-O 顺序引起的消费者负面情绪也更少。本研究强调了视觉和嗅觉感官线索顺序、葡萄酒知识和感官线索一致性是如何相互作用以明确与葡萄酒相关的行为意向的。研究结果揭示了这些因素在形成与葡萄酒消费相关的感官感知、认知评价、情感评价和行为方面的作用。葡萄酒企业可以根据消费者的知识水平调整营销活动,强调符合个人偏好的内在属性,从而提高广告效果。酿酒师可以通过提升葡萄酒的本色来改善消费者的感官体验。餐厅可以通过提供一致的信息,努力点燃食客的积极情绪和体验。原创性/价值这项研究通过描述葡萄酒知识和相关感官线索如何影响消费者的感官感知、认知评价、情感评价和行为,填补了葡萄酒研究的空白。在以往的研究中,这些方面在很大程度上被忽视了。
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Effects of sensory cues on consumers’ wine taste perceptions and behavior: evidence from a wine-tasting experiment

Purpose

This study aims to investigate how sensory cue order, wine knowledge and visual–olfactory (V–O) congruence affect consumer’s taste perceptions of wine and their subsequent behavior.

Design/methodology/approach

An experiment was performed to identify the effects of sensory cue congruence and sensory cue order on wine consumers’ perceptions of wine, affective evaluations, cognitive evaluations and purchase intentions.

Findings

Wine experts exhibited positive emotional responses to congruent sensory cues in the V–O order. Experts’ enjoyment of wine’s aroma, their emotional responses, their cognitive evaluations and their purchase intentions were lower in the incongruent condition. Consumers’ negative emotions elicited by the V–O sequence were also less intense than those triggered by the olfactory–visual (O–V) sequence. Wine experts demonstrated more positive emotional responses in the V–O sensory congruent condition.

Research limitations/implications

This study highlights how visual and olfactory sensory cue order, wine knowledge and sensory cue congruence interact to clarify wine-related behavioral intention. Findings reveal the roles of these factors in shaping sensory perceptions, cognitive evaluations, affective evaluations and behavior related to wine consumption.

Practical implications

This study holds implications for various stakeholders, including winemakers, wine businesses, restaurants and the broader hospitality industry. Wine businesses can enhance advertising effectiveness by tailoring their marketing efforts to customers’ knowledge levels and emphasizing the inherent attributes that align with individuals’ preferences. Winemakers can improve consumers’ sensory experiences by enhancing the natural color of wines. Restaurants can strive to ignite diners’ positive emotions and experiences by providing congruent information. Furthermore, sensory-driven strategies can be used in the hospitality sector to elevate customers’ positive emotions.

Originality/value

This study fills gaps in wine research by delineating how wine knowledge and related sensory cues can influence consumers’ sensory perceptions, cognitive evaluations, affective evaluations and behavior. These aspects have been largely overlooked in previous work.

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来源期刊
CiteScore
16.90
自引率
31.50%
发文量
239
期刊介绍: The International Journal of Contemporary Hospitality Management serves as a conduit for disseminating the latest developments and innovative insights into the management of hospitality and tourism businesses globally. The journal publishes peer-reviewed papers that comprehensively address issues pertinent to strategic management, operations, marketing, finance, and HR management in the field of hospitality and tourism.
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