螺丝还是软木塞?从奥地利葡萄酒消费者的角度对质量认知的新方向

IF 2.3 Q1 AGRONOMY
B. König, C. Pfeiffer, Marcus Wieschhoff, E. Karpova
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引用次数: 1

摘要

目的本文的目的是检验传统葡萄酒市场中葡萄酒封闭类型对葡萄酒消费者质量感知的影响,以及与软木塞封闭的葡萄酒相比,用螺帽封闭的葡萄酒中的红葡萄酒和白葡萄酒的支付意愿。设计/方法/方法一项针对436名奥地利葡萄酒消费者的在线实验是在两组之间进行的设计。为了评估奥地利红葡萄酒和白葡萄酒的质量,采用了原产地、葡萄品种、奖项、残留糖含量、年份、地理标志、陈化潜力、有机认证、葡萄园名称和品牌(生产商)等质量指标。此外,还考虑了不同的参与程度以及支付意愿。调查结果与早期的调查结果相反,调查结果证实,奥地利消费者通常不会认为螺旋盖瓶中的葡萄酒(红葡萄酒和白葡萄酒)与软木塞瓶中的葡萄酒质量更低或不同。然而,消费者预计带软木塞的红葡萄酒和白葡萄酒的价格会高于带螺帽的葡萄酒。在既定的质量指标中,目前的分析表明,就葡萄酒而言,价格是衡量质量的最有力指标,并表明用软木塞塞住的瓶子里的葡萄酒和价格标签更高的葡萄酒被认为质量更高。研究局限性/含义这项研究也有局限性,例如缺乏感官差异。此外,研究设计完全基于对葡萄酒的描述和一套有限的质量指标,不涉及葡萄酒的实际品尝。实际意义研究结果表明,在葡萄酒的战略定位中,葡萄酒消费者对螺旋盖和软木塞酒瓶质量感知的差异所起的作用比预期的要小。研究结果与从业者相关,尤其是在旧世界葡萄酒市场,软木塞仍然被视为高品质葡萄酒的首选。独创性/价值这项调查的结果有助于了解旧世界葡萄酒市场的消费者,以及他们对螺旋盖等替代瓶盖类型的态度。它为葡萄酒质量感知的研究流增添了新的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Screw versus cork? New directions on quality perceptions from the perspective of Austrian wine consumers
Purpose The purpose of this paper is to examine the influence of wine closure types on the quality perception of wine consumers in a traditional wine market, combined with the willingness to pay for red and white wines in bottles closed with screw caps compared with that for wines in bottles with a cork closure. Design/methodology/approach An online experiment with 436 Austrian wine consumers was conducted in a two-by-two between-groups design. To assess the quality of Austrian red and white wine, quality indicators such as origin, grape variety, awards, the content of residual sugar, vintage, geographical indication, ageing potential, organic certification, vineyard designation and brand (producer) have been applied. Furthermore, different involvement levels as well as willingness to pay were taken into consideration. Findings Contrary to earlier findings, results confirm that Austrian consumers do not generally perceive wines (both red and white) in a screw cap bottle to be lower or different in quality from those in a cork-closed bottle. However, consumers expect red and white wines in bottles with a cork closure to be higher in price than wines in bottles with a screw cap. Among established quality indicators, the present analysis shows that price is the strongest cue for quality when it comes to wines and indicates that wines in bottles closed with corks and bearing a higher price tag are considered to be of higher quality. Research limitations/implications This research comes with limitations, such as the absence of sensory differences. Moreover, the research design is based exclusively on the description of wines and a limited set of quality indicators and does not involve the actual tasting of wines. Practical implications Outcomes suggest that in the strategic positioning of wines, the difference in wine consumers’ quality perceptions between wine bottles with screw caps and cork closures plays a smaller role than anticipated. Findings are relevant for practitioners, particularly in old-world wine markets where cork is still seen as the closure of choice for higher-quality wines. Originality/value The results of this survey contribute to understanding consumers of an established old-world wine market and their attitudes towards alternative bottle closure types such as screw caps. It adds new insights to the research stream of the quality perception of wines.
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CiteScore
4.90
自引率
11.10%
发文量
23
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