Gratuity purchasing at wineries: An investigation of the determining factors

Research output: Contribution to journalArticlepeer-review


Purpose – Wine and accessories bought partly or fully out of a perceived need to repay services received at a winery are defined here as gratuity purchasing. The purpose of the research is to identify factors that predict gratuity purchasing at wineries. Specifically, the study investigates the role of gratitude and obligation, along with other consumer characteristics, in purchasing. Methodology/Approach – Winery visitors were sampled from six Texas wineries. A total of 357 questionnaires were analyzed. Hierarchical multiple regression, correlation and factor analyses were employed. Findings – Gratitude and obligation were found strong predictors of purchasing at wineries. Visitors who feel grateful to personnel and/or obliged to buy wine are likely to spend more money at wineries. Involvement and knowledge also appear to be related to purchasing. Practical Implications – Since gratitude and obligation appear strong predictors of buying decisions, winery managers need to find ways to
Original languageEnglish
Pages (from-to)239 – 256
JournalInternational Journal of Wine Business Research
StatePublished - 2007

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