Measuring Consumers’ Perceived Risk on Varietal Level: A Mixed Methods Approach Applied to Wine

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2021-12-09 DOI:10.1080/08974438.2021.2012546

N. van der Colff, C. Pentz, H. Nieuwoudt

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引用次数: 0

Abstract

Abstract Perceived risk (PR) is a product-specific factor in consumer decision-making. With different varietals, the complex wine category causes significant consumer uncertainty. However, research on consumers’ varietal-specific PR is scant. The study followed a novel exploratory sequential mixed methods approach to investigate consumers’ PR of South African Chenin blanc wine. Qualitative interviews enhanced the content validity of two PR scales used in a sequential quantitative online survey. Confirmatory factor analysis with structural equation modeling (SEM) tested construct validity (n = 1669), and ANOVA identified Chenin blanc perceived risks. Outcomes suggest that strategies should aim to reduce consumers’ perceived functional, time and financial risks of Chenin blanc wine. This study’s findings illustrate the importance of a qualitative phase in PR research, previously a quantitative-dominant domain. Existing PR scales cannot be blindly adopted to investigate varietal-specific risk. The methodology paves the way for future varietal-specific PR studies and contributes to food and agricultural marketing literature.

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在不同水平上衡量消费者的感知风险：一种应用于葡萄酒的混合方法

摘要感知风险（PR）是消费者决策中一个特定于产品的因素。由于品种不同，复杂的葡萄酒类别会给消费者带来很大的不确定性。然而，对消费者品种特定公关的研究却很少。该研究采用了一种新的探索性顺序混合方法来调查南非白葡萄酒消费者的公关。定性访谈增强了连续定量在线调查中使用的两个PR量表的内容有效性。采用结构方程模型（SEM）进行验证性因子分析，检验结构有效性（n = 1669），ANOVA确定了Chenin blanc感知的风险。结果表明，该策略应旨在降低消费者对白陈宁葡萄酒的功能、时间和财务风险的感知。这项研究的发现说明了公关研究中定性阶段的重要性，这一阶段以前是定量主导领域。不能盲目采用现有的PR量表来调查品种特定的风险。该方法为未来特定品种的公关研究铺平了道路，并有助于食品和农业营销文献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.