TY - JOUR
T1 - Differential Effects of Experience, Subjective Knowledge, and Objective Knowledge on Sources of Information used in Consumer Wine Purchasing
AU - Dodd, Tim H.
AU - Laverie, Debra A.
AU - Wilcox, James F.
AU - Duhan, Dale F.
PY - 2005
Y1 - 2005
N2 - The decision to consume wine has been associated with variables such as product involvement, variety seeking, demographic characteristics, experience, and sources of information. The purpose of this study was to examine the decision process for wine selection in different situations. Data were collected from a sample of wine consumers in Texas and a total of 632 completed responses were obtained. The questionnaire was designed to determine consumer experience, knowledge, and use of differential sources of information to make a purchase decision on wine purchased in a store for home consumption and wine purchased in a restaurant. The data were analyzed using structural equation modeling. Results indicate that usage experience forms the basis for subjective and objective knowledge. High levels of objective knowledge are related to using impersonal sources of information (wine guides, reviews, and advertising) to make purchasing decisions. An additional finding was that high levels of subjective knowledge are positively related to impersonal sources and the self (one's own preferences) and negatively related to using personal sources (friends, acquaintances, and sales personnel). These results and their implications for wine marketers are discussed.
AB - The decision to consume wine has been associated with variables such as product involvement, variety seeking, demographic characteristics, experience, and sources of information. The purpose of this study was to examine the decision process for wine selection in different situations. Data were collected from a sample of wine consumers in Texas and a total of 632 completed responses were obtained. The questionnaire was designed to determine consumer experience, knowledge, and use of differential sources of information to make a purchase decision on wine purchased in a store for home consumption and wine purchased in a restaurant. The data were analyzed using structural equation modeling. Results indicate that usage experience forms the basis for subjective and objective knowledge. High levels of objective knowledge are related to using impersonal sources of information (wine guides, reviews, and advertising) to make purchasing decisions. An additional finding was that high levels of subjective knowledge are positively related to impersonal sources and the self (one's own preferences) and negatively related to using personal sources (friends, acquaintances, and sales personnel). These results and their implications for wine marketers are discussed.
KW - information sources
KW - objective knowledge
KW - purchase situations
KW - restaurants
KW - subjective knowledge
KW - wine
UR - http://www.scopus.com/inward/record.url?scp=34247508834&partnerID=8YFLogxK
U2 - 10.1177/1096348004267518
DO - 10.1177/1096348004267518
M3 - Article
AN - SCOPUS:34247508834
SN - 1096-3480
VL - 29
SP - 3
EP - 19
JO - Journal of Hospitality and Tourism Research
JF - Journal of Hospitality and Tourism Research
IS - 1
ER -