重新思考酒单:餐厅顾客喜欢根据葡萄酒风格列出葡萄酒

IF 2.3 Q1 AGRONOMY
Cornelia Staub, M. Siegrist
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引用次数: 1

摘要

本研究论文的目的是研究消费者在餐厅选择葡萄酒时遇到的困难,以及根据口味而不是产地构建酒单是否有助于决策。设计/方法/方法作者在瑞士进行了两项在线研究,以评估根据葡萄酒风格类别(如新鲜干燥或大胆果香)组织的酒单,与传统的原产地分组酒单相比,是否降低了消费者的选择难度,以及消费者更喜欢哪种酒单。在第一项研究中(N = 577),参与者收到了一份按产地或风格分组的酒单。在第二项研究中(N = 276),参与者收到并评估了两种酒单。在研究1中,按风格分组的酒单的参与者有较长的决策时间,但选择葡萄酒的感知难度与按来源分组的酒单的相同。研究2显示,参与者强烈倾向于按产地或风格分组的酒单。总体而言,超过一半的参与者更喜欢风格分组的酒单,这表明许多消费者可能会欣赏根据葡萄酒风格组织的酒单。实际意义研究结果强调,餐馆应该认识到顾客对酒单结构的偏好,这可能会影响顾客的满意度。原创性/价值本文评估了消费者对不同酒单结构的看法,以及这些看法如何影响消费者在餐厅选择葡萄酒。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Rethinking the wine list: restaurant customers’ preference for listing wines according to wine style
Purpose The purpose of this research paper was to examine difficulties that consumers have when choosing wine in a restaurant and whether structuring a wine list according to taste rather than origin facilitates decision-making. Design/methodology/approach The authors conducted two online studies in Switzerland to assess whether a wine list organized according to wine style categories, such as fresh and dry or bold and fruity, reduces consumers’ perceived difficulty of choice compared to a traditional origin-grouped wine list and which wine list consumers prefer. In the first study (N = 577), participants received either an origin- or a style-grouped wine list. In the second study (N = 276), participants received and evaluated both wine lists. Findings In Study 1, participants with the style-grouped wine list had a longer decision time, but perceived difficulty of choosing a wine was the same as that for the origin-grouped wine list. Study 2 revealed that participants strongly preferred either the origin- or style-grouped wine list. Overall, more than half the participants preferred the style-grouped wine list, indicating that many consumers may appreciate wine lists organized according to wine style. Practical implications The findings underscore that restaurants should recognize customer preferences for wine list structures, which may influence customer satisfaction. Originality/value This paper assesses consumer perceptions of different wine list structures and how these affect consumers’ selection of a wine in a restaurant.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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