葡萄酒的象征价值、调节与中介因素及其与消费者购买意愿的关系

IF 2.3 Q1 AGRONOMY
D. Toni, Rogério Pompermayer, Fernanda Lazzari, G. S. Milan
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引用次数: 9

摘要

目的葡萄酒的象征价值是一个相关的研究课题,引起了人们对葡萄酒学和市场学研究的兴趣。在此背景下,本研究旨在了解葡萄酒象征价值的作用及其与产品购买意向的关系。设计/方法/方法该研究基于对269名巴西葡萄酒消费者的调查。基本理论框架包括三个潜在结构(象征价值、消费者态度和产品规范体验)和三个调节因素(消费者参与、支付意愿和消费者偏好)。使用验证性因素分析(CFA)和使用Haye过程的调节中介分析来分析它们之间的关系。研究发现,符号价值完全由消费者的态度和产品规范体验所中介。然而,这种关系直接发生在消费者身上,他们对产品的参与度更高,支付意愿更高,并且认为葡萄酒是他们喜欢的酒精饮料。独创性/价值其中一个贡献是强调葡萄酒的象征价值,并强调与不同因素的关系如何干扰和解释消费者的购买意图,以及如何影响该行业公司的战略、行动和投资。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention
Purpose The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention. Design/methodology/approach The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process. Findings This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage. Originality/value One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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