质量保证计划供应商对田纳西州和美国消费者购买葡萄酒的影响:多指标多原因模型分析

A. Rihn, K. Jensen, David W. Hughes
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引用次数: 0

摘要

目的本研究旨在深入了解有关质量保证计划(QAP)的不同信息来源如何影响消费者购买葡萄酒的可能性,最有可能使用QAP的消费者概况(人口统计、葡萄酒消费和支出、葡萄酒参与行为)和消费者对QAP的态度。设计/方法/方法数据来自2021年对田纳西州和美国其他州1191名葡萄酒消费者的调查。使用多指标多原因模型来估计消费者人口统计、葡萄酒消费和支出模式以及几种葡萄酒参与测量如何影响在做出葡萄酒购买决策时使用来自八个供应商来源的QAP的可能性。来源包括大学、政府、第三方认证机构、酿酒厂和州、地区、国家和国际层面的葡萄酒协会。FindingsWine消费者在做出葡萄酒购买决策时对QAP信息感兴趣。并非所有的QAP提供商信息都得到了同等的使用,近69%的样本表明使用了州葡萄酒协会的QAP,但不到44%的样本表示使用了政府机构的QAP或第三方的QAP。葡萄酒消费者的人口统计数据也会影响QAP信息的使用。居住在田纳西州以外的男性、高收入消费者和更多葡萄酒消费者更有可能使用QAP。消费者将QAP视为葡萄酒整体质量、成分质量和葡萄酒一致性的指标,而不一定是建立当地葡萄酒知识的一种手段。独创性/价值据作者所知,本文首次不仅研究了多个供应商的QAP使用情况,还研究了人口统计、葡萄酒消费、葡萄酒支出和葡萄酒参与如何影响QAP的使用。
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Quality assurance program provider’s influence on wine purchases among Tennessee and U.S. consumers: a multiple indicators multiple causes model analysis
Purpose This study aims to provide insights on how different sources of information concerning a quality assurance program (QAP) influence consumers’ wine purchase likelihood, profiles of consumers most likely to use QAPs (demographics, wine consumption and expenditures, wine involvement behaviors) and consumer attitudes toward QAPs. Design/methodology/approach Data are from a 2021 survey of 1,191 wine consumers in Tennessee and other US states. A multiple indicators multiple causes model is used to estimate how consumer demographics, wine consumption and expenditure patterns and several wine-involvement measures influence likelihood of using QAPs from eight provider sources when making wine purchase decisions. Sources include university, government, third-party certifiers, wineries and wine associations at the state, regional, national and international levels. Findings Wine consumers have an interest in QAP information when making wine purchase decisions. Not all QAP provider information is used equally, with almost 69% of the sample indicating the use of state wine association QAPs, but less than 44% indicating the use of government agency QAPs or third-party QAPs. Wine consumers’ demographics also influence the use of QAP information. Males, higher income consumers, residing outside of Tennessee and more wine-involved consumers are more likely to use QAPs. Consumers view QAPs as indicators of overall wine quality, ingredient quality and wine consistency rather than necessarily a means of building knowledge about local wines. Originality/value To the best of the authors’ knowledge, this paper is the first to examine not only QAP use from multiple providers but also how demographics, wine consumption, wine expenditures and wine-involvement impact QAP use.
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CiteScore
4.90
自引率
11.10%
发文量
23
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