Differential Effects of Experience, Subjective Knowledge, and Objective Knowledge on Sources of Information Used in Consumer Wine Purchasing

Research output: Contribution to journalArticlepeer-review

Abstract

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 …
Original languageEnglish
Pages (from-to)3 - 19
JournalInternational Journal of Hospitality Management
StatePublished - 2005

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