专家评审、同行推荐和购买红酒：实验证据

Q2 Agricultural and Biological Sciences

Journal of Wine Research Pub Date : 2019-04-03 DOI:10.1080/09571264.2019.1614548

Christer Thrane

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引用次数: 8

摘要

专家质量评价和口碑如何影响体验商品需求的微观行为基础在以往的研究中很少受到关注。本研究采用实验方法，考察了质量评价和同行推荐如何影响消费者购买红酒的决定。以下是对挪威葡萄酒消费者样本的四个主要发现。首先，消费者更喜欢质量评价非常好的葡萄酒，而不是质量评价良好的葡萄酒。其次，消费者更喜欢同行推荐的葡萄酒而不是非推荐的葡萄酒。第三，非常好的质量审查对非推荐葡萄酒的影响大于同行推荐葡萄酒。第四，其中一些对葡萄酒购买决策的影响取决于价格水平，其程度也存在一些异质性。结果主要与提出的假设一致。

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Expert reviews, peer recommendations and buying red wine: experimental evidence

ABSTRACT The micro level behavioral foundation for how quality reviews of experts and word of mouth (WOM) affect demand for experience goods has received scant attention in previous research. Taking an experimental approach, the present study examines how quality reviews and peer recommendations influence consumers’ decisions to buy red wine. Four main findings are presented for a sample of Norwegian wine consumers. First, consumers prefer wines that have obtained very good quality reviews to wines getting OK quality reviews. Second, consumers prefer peer-recommended wines to non-recommended wines. Third, the effect of a very good quality review is greater for non-recommended wines than for peer-recommended wines. Fourth, some of these effects on wine buying decisions are contingent on price level, and there is also some heterogeneity to their magnitude. The results are mainly in concert with the proposed hypotheses.

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来源期刊

Journal of Wine Research Agricultural and Biological Sciences-Horticulture

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： The Journal of Wine Research is an international and multidisciplinary refereed journal publishing the results of recent research on all aspects of viticulture, oenology and the international wine trade. It was founded by the Institute of Masters of Wine to enhance and encourage scholarly and scientific interdisciplinary research in these fields. The main areas covered by the journal include biochemistry, botany, economics, geography, geology, history, medicine, microbiology, oenology, psychology, sociology, marketing, business studies, management, wine tasting and viticulture.