Factors influencing Chinese consumers’ attitudes and behaviors towards wine

Abstract

While China has a huge market, marketing researchers have yet to fully explore what drives consumers to buy wine. This study uses a modified planned behavior theory model to explore the factors influencing Chinese consumers' attitudes and behaviors in purchasing wine. This study took 400 consumers from Chengdu, China as a sample. SPSS and AMOS were used for data analysis, and a structural equation model was used for regression analysis. The results showed that the factors of consumers' personal characteristics had an important influence on the purchasing intention and behavior of wine, and the factors of product quality had a significant influence on the purchasing intention and behavior of grape wine. In addition, the research shows that consumers' knowledge level and purchasing motivation have a significant influence on wine purchasing intention and purchasing behavior. Researchers suggest that wine enterprises should deeply study the product preferences of wine consumers, and produce and develop marketable wine products. Wine enterprises should pay attention to the construction of wine tourism resources, develop wine tourism projects, and promote wine consumption by wine tourism.

An Independent study submitted in partial fulfillment of the requirements for the Master's Degree of Arts in Human Resource Development and Management of International College, Rajamangala University of Technology Krungthep Academic Year 2021