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

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, 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.

The Well(s) of Knowledge: The Decoding of Sustainability Claims in the UK and in Greece

“…Thus, it refers to what an individual actually knows about a type of product/issue/object [30]. On the other hand, subjective knowledge refers to the individual's perceptions or assessments of what and how much they know about a product/issue/object [47,48].…”

An Exploratory Study on the Use of Information Sources by Consumers to Select Australian Regional Travel Agencies

“…This information source was regarded as critical by these respondents (with a mean score of 4.17 out of a possible 5) as they believed that this internal information which derived from their past experience and knowledge could impact either positively or negatively on their choice of travel agency to patronise in the future. Furthermore it was argued that where things are more convenient, they are more likely to be used (Dodd et al, 2005) and in this study, the convenience of accessing this information source together with its highly reliable first-hand experience would have contributed to its importance.…”

“…Information sources that consumers might use to assist in their selecting of travel agencies could vary and might differ in accordance to decision making situations. Studies have investigated models of information search behaviour and information source usage in different situations (for example Bieger & Laesser, 2004;Dodd, Laverie, Wilcox & Duhan, 2005;Fodness & Murray, 1999;Vogt & Fesenmaier, 1998). Whilst there is no single unique classification system for information sources, they can generally be classified as: (a) internal and external sources, (b) personal and impersonal sources, (c) informal and formal sources, and (d) commercial and non-commercial sources (for example Crotts, 1999;Dodd et al, 2005;Fodness & Murray, 1997;Raitz & Dakhil, 1989).…”

“…Studies have investigated models of information search behaviour and information source usage in different situations (for example Bieger & Laesser, 2004;Dodd, Laverie, Wilcox & Duhan, 2005;Fodness & Murray, 1999;Vogt & Fesenmaier, 1998). Whilst there is no single unique classification system for information sources, they can generally be classified as: (a) internal and external sources, (b) personal and impersonal sources, (c) informal and formal sources, and (d) commercial and non-commercial sources (for example Crotts, 1999;Dodd et al, 2005;Fodness & Murray, 1997;Raitz & Dakhil, 1989). The literature also highlighted that information sources might be more important in consumer's decision process when the product or service is regarded as expensive and complex in nature (Ozanne, Brucks & Grewal, 1992;Urbany, Dickson & Wilkie, 1989).…”

Wine Tourism and Consumer Behaviors Related to Wine Purchases

“…Unfortunately for wine merchandisers, front and back label information, as well as shelf talkers and displays, did not score highly in terms of decision-making on selecting wine in retail settings (Thatch, 2008). However, Dodd, Laverie, Wilcox, and Duhan's (2005) results indicated that wine guides, reviews, and advertising were used to make purchase decisions.…”