||Rules of Attraction: Do More Knowledgeable Wine Consumers Prefer Channels That Offer More Information?
||Advanced Master of Business Administration (AMBA)
The wine market in Taiwan has been steadily growing for over a decade, only slightly shrinking 0.5% in 2008 during the global financial crisis. Yet, there have been very few studies on the Taiwan wine market. Considering the complexity of information on wine, a product with hundreds of thousands of labels produced around the world, this study examines the influence of information in consumers’ choice of purchase channels. Specifically, this study examines the differences between consumers’ with high and low objective knowledge in terms of product involvement, experience, subjective knowledge, and their choice of purchase channels, which offer different amounts of wine information. Data was gathered via an online questionnaire survey and included 112 samples. The data was analyzed using descriptive statistics, reliability test, chi-square test, independent sample t-test, and Pearson correlation analysis. Consumers of the high objective knowledge group were found to be more involved, have higher confidence in their knowledge, and preferred purchase channels with high available information. An interesting finding was that the average experience of consumers in the high objective knowledge group was significantly lower than consumers in the low objective knowledge group, indicating that a new generation of more involved consumers with higher levels of product knowledge has appeared. This new generation of wine consumers spends significantly more (higher percentage) at channels with high available information (63.86% > 26.53%) compared with consumers in the low objective knowledge group.
Chapter 1 Introduction 1
The Wine Market in Asia 2
The Wine Market in Taiwan 2
Complexity of Wine Information 4
Wine Distribution Channels 6
Purpose of this Study 7
Organization of this Study 9
Chapter 2 Literature Review 10
Consumer Knowledge 11
Objective Knowledge 11
Subjective Knowledge 12
Consumer Characteristics 13
Product Involvement 14
Relationship between the Variables 15
Product Involvement and Consumer Knowledge 15
Experience and Subjective Knowledge 16
Consumers’ Subjective Knowledge and Choice of Purchase Channel 16
Differences between Consumers with High and Low Objective Knowledge 17
Chapter 3 Research Methodology 19
Research Model 19
Operationalization and Questionnaire Design 20
Product Involvement 20
Objective Knowledge 21
Subjective Knowledge 24
Purchase Channel 25
Basic Information 26
Sample and Data Collection 26
Data Analysis Methods 27
Descriptive Statistics 27
Reliability Test 27
Pearson Correlation Analysis 27
Cluster Analysis 28
Independent Sample T-Test 28
Chapter 4 Data Analysis Results 29
Descriptive Statistics 29
Reliability Test 34
Cluster Analysis 36
Pearson Correlation Analysis 37
Independent Sample T-Test 39
Chapter 5 Conclusion and Recommendations 40
Research Results 40
Product Involvement, Experience, Subjective Knowledge, and Choice of Purchase Channel of Consumers with High and Low Objective Knowledge 41
Product Involvement and Subjective Knowledge of Consumers with High and Low Objective Knowledge 42
Experience and Subjective Knowledge of Consumers with Low Objective Knowledge 42
Subjective Knowledge and Choice of Purchase Channel of Consumers with High and Low Objective Knowledge 43
Managerial Implications 43
Limitations and Recommendations for Future Research 44
Online Resources 46
Journal Papers 46
Appendix: Questionnaire 51
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