{"title":"What about QR codes on wine bottles? A statistical analysis of technology's influence on purchase decisions among Italian wine consumers","authors":"Nino Adamashvili, Alessia Spada, Mariantonietta Fiore, Caterina Tricase","doi":"10.1016/j.seps.2024.102088","DOIUrl":null,"url":null,"abstract":"<div><div>The growing significance of information availability about products for consumers represents a pivotal dimension in contemporary consumer behavior and decision-making processes. In the context of an ever-evolving global marketplace characterized by a huge number of choices, rapid technological advancements and increased consumer awareness, access to comprehensive product information has emerged as a fundamental factor affecting consumers' preferences, choices, and satisfaction levels. There is a significant scientific gap on Italian wine consumers' readiness to adopt emerging technologies. Therefore, the research objective is to investigate whether Italian wine consumers trust and are willing to use emerging technologies such as Quick Response (QR) code and Blockchain Technology (BCT) and to identify the factors influencing their acceptance. By examining and evaluating several crucial aspects in the context of wine purchases in Italy using an online survey, this work seeks to fill the gap in the literature. These crucial elements include customers' propensity for novelty, information-seeking behaviors, faith in new technology, and the intention to use them during wine purchasing. What can be derived is the positive interconnection between consumers novelty-seeking, information-seeking, intention to use the QR code and trust in emerging technologies. With other words, consumers' information-seeking and novelty-seeking is interconnected and they positively determine consumers trust in technologies and their adoption. The implications of this study are twofold. Firstly, it enriches consumer behavior theory by providing new insights into how information availability and emerging technologies influence consumers’ decision-making processes, particularly in the context of the Italian wine market. Secondly, businesses can leverage these insights to enhance consumer trust and satisfaction, enabling them to make more effective marketing strategies, improve product transparency, and gain a competitive edge in the increasingly competitive wine market.</div></div>","PeriodicalId":22033,"journal":{"name":"Socio-economic Planning Sciences","volume":null,"pages":null},"PeriodicalIF":6.2000,"publicationDate":"2024-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Socio-economic Planning Sciences","FirstCategoryId":"96","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S003801212400288X","RegionNum":2,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ECONOMICS","Score":null,"Total":0}
引用次数: 0
Abstract
The growing significance of information availability about products for consumers represents a pivotal dimension in contemporary consumer behavior and decision-making processes. In the context of an ever-evolving global marketplace characterized by a huge number of choices, rapid technological advancements and increased consumer awareness, access to comprehensive product information has emerged as a fundamental factor affecting consumers' preferences, choices, and satisfaction levels. There is a significant scientific gap on Italian wine consumers' readiness to adopt emerging technologies. Therefore, the research objective is to investigate whether Italian wine consumers trust and are willing to use emerging technologies such as Quick Response (QR) code and Blockchain Technology (BCT) and to identify the factors influencing their acceptance. By examining and evaluating several crucial aspects in the context of wine purchases in Italy using an online survey, this work seeks to fill the gap in the literature. These crucial elements include customers' propensity for novelty, information-seeking behaviors, faith in new technology, and the intention to use them during wine purchasing. What can be derived is the positive interconnection between consumers novelty-seeking, information-seeking, intention to use the QR code and trust in emerging technologies. With other words, consumers' information-seeking and novelty-seeking is interconnected and they positively determine consumers trust in technologies and their adoption. The implications of this study are twofold. Firstly, it enriches consumer behavior theory by providing new insights into how information availability and emerging technologies influence consumers’ decision-making processes, particularly in the context of the Italian wine market. Secondly, businesses can leverage these insights to enhance consumer trust and satisfaction, enabling them to make more effective marketing strategies, improve product transparency, and gain a competitive edge in the increasingly competitive wine market.
期刊介绍:
Studies directed toward the more effective utilization of existing resources, e.g. mathematical programming models of health care delivery systems with relevance to more effective program design; systems analysis of fire outbreaks and its relevance to the location of fire stations; statistical analysis of the efficiency of a developing country economy or industry.
Studies relating to the interaction of various segments of society and technology, e.g. the effects of government health policies on the utilization and design of hospital facilities; the relationship between housing density and the demands on public transportation or other service facilities: patterns and implications of urban development and air or water pollution.
Studies devoted to the anticipations of and response to future needs for social, health and other human services, e.g. the relationship between industrial growth and the development of educational resources in affected areas; investigation of future demands for material and child health resources in a developing country; design of effective recycling in an urban setting.