酿酒厂气氛对情绪和消费者行为的影响

IF 2.3 Q1 AGRONOMY
Anne-Marie Sassenberg, Cindy Sassenberg, Claudia Sassenberg, M. Heneghan
{"title":"酿酒厂气氛对情绪和消费者行为的影响","authors":"Anne-Marie Sassenberg, Cindy Sassenberg, Claudia Sassenberg, M. Heneghan","doi":"10.1108/ijwbr-05-2021-0028","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThe aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries.\n\n\nDesign/methodology/approach\nThe study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries.\n\n\nFindings\nFindings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery.\n\n\nResearch limitations/implications\nThe geographical location of the study is limited to one state in Australia.\n\n\nOriginality/value\nIn distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.\n","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":2.3000,"publicationDate":"2022-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"5","resultStr":"{\"title\":\"Effects of atmosphere on emotions and consumer behaviour at wineries\",\"authors\":\"Anne-Marie Sassenberg, Cindy Sassenberg, Claudia Sassenberg, M. Heneghan\",\"doi\":\"10.1108/ijwbr-05-2021-0028\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nThe aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries.\\n\\n\\nDesign/methodology/approach\\nThe study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries.\\n\\n\\nFindings\\nFindings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery.\\n\\n\\nResearch limitations/implications\\nThe geographical location of the study is limited to one state in Australia.\\n\\n\\nOriginality/value\\nIn distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.\\n\",\"PeriodicalId\":46955,\"journal\":{\"name\":\"International Journal of Wine Business Research\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":2.3000,\"publicationDate\":\"2022-01-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"5\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Wine Business Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ijwbr-05-2021-0028\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"AGRONOMY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Wine Business Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijwbr-05-2021-0028","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"AGRONOMY","Score":null,"Total":0}
引用次数: 5

摘要

目的本研究的目的是调查氛围对消费者情绪和葡萄酒购买行为的影响,以帮助酒庄管理层制定和沟通强有力的定位策略。零售业的研究表明,氛围对消费者情绪和行为的重要性。到目前为止,关于三个维度的氛围如何影响消费者参观酒庄的证据有限。设计/方法/方法该研究包括分两个阶段进行的调查。第一项调查(n=170)探讨了本研究中应用的因素,第二项调查(n=377)分析了酿酒厂的氛围、情绪和消费者购买行为之间的关系。调查结果表明,酿酒厂的氛围有可能对消费者的情绪和葡萄酒购买行为产生积极影响。现场音乐和自然环境尤其影响了气氛和消费者情绪,以及他们在参观酒庄时随后购买的葡萄酒。这一区别使本研究能够分析对消费者增加在酿酒厂花费时间的重要因素。研究局限性/含义研究的地理位置仅限于澳大利亚的一个州。原产地/价值在区分不同的消费者葡萄酒购买行为、饮用葡萄酒和购买葡萄酒时,本文对三个重要的跨部门领域做出了贡献:葡萄酒旅游、氛围和消费者行为。影响消费者情绪和葡萄酒购买行为的其他因素包括现场音乐和酿酒厂的自然环境。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Effects of atmosphere on emotions and consumer behaviour at wineries
Purpose The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries. Design/methodology/approach The study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries. Findings Findings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery. Research limitations/implications The geographical location of the study is limited to one state in Australia. Originality/value In distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信