Information Sources Used by Millennial Restaurant Wine Consumers

Rhonda Hammond, Natalia Velikova, Tim H. Dodd

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

An on-line survey was used to identify information sources used by U.S. Millennials for restaurant wine purchases based on experience, involvement, and subjective and objective wine knowledge. The most to least used information sources include wine list, server, self, and friends, respectively. Standard multiple regression determined that level of experience influenced the use of personal information sources. More experience and higher levels of subjective knowledge and objective knowledge all pointed to the use of self as an information source. No significant differences were found among generational segments.

Original languageEnglish
Pages (from-to)468-485
Number of pages18
JournalJournal of Foodservice Business Research
Volume16
Issue number5
DOIs
StatePublished - Nov 2013

Keywords

  • Millennial
  • information sources
  • restaurant
  • services marketing theory
  • wine

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