Motivation and personal involvement leading to wine consumption

Abstract

Purpose Wine sales are at the highest volumes ever and warrant a robust understanding of consumption behavior. Consequently, this study aims to examine intrinsic motivational factors (e.g. personal attributes) – those that push the consumer toward wine products – and the extrinsic motivational product attributes (e.g. situational attributes) those that draw – or pull – the consumer toward wine products. Design/methodology/approach A model has been tested in which intrinsic and extrinsic motivations interacted to predict personal involvement (PI) with wine, which in turn predicted wine consumption, forming a mediated moderation model. Findings Support has been found for a mediated moderation model of wine consumption. Thus, this study improves the understanding of how interactive motivations are mediated by PI in their influence on wine consumption. Research limitations/implications The sample is limited to participants in the National Restaurant Show, and thus the results may be limited to the sample investigated. Practical implications The findings suggest using intrinsic and extrinsic motivational factors and PI with wine to influence marketing strategies. Social implications This study has helped to expand the understanding of interactive and mediating forces that drive wine consumption. Originality/value Although previous research proposed that motivational factors interact to predict wine consumption, this interaction has not been tested empirically prior to the current study. Therefore, this study adds new insights into wine consumption by demonstrating that intrinsic and extrinsic motivators interact to predict PI with wine, which subsequently predicts wine consumption in a holistic, mediated moderation model.

Motivations of tourists in wine regions: the case of La Rioja, Spain

“…Recent studies have also shown the diversity of this theory's application in wine tourism. For instance, Taylor et al (2018) have analyzed wine purchases and have developed a model where motivations are mediated by personal involvement. Quintal et al (2017) have used push-pull theory and winescape attributes to explain behavioral intentions in Australian wine regions.…”

The Italian market of sparkling wines: Latent variable models for brand positioning, customer loyalty, and transitions across brands' preferences

“…), to social interactions (status symbol, power); extrinsic motivations are the wine attributes (grape variety, origin, alcohol, price, winery brand, taste, aroma/bouquet, medals and awards, food pairing, etc. ; Taylor et al, 2018, p. 707). Ogbeide (2015) adopted the concept of enduring (stable and durable over time) involvement in the Australian wine market while showing that moderate and low involvement represents the majority of the market (58% and 27% of consumers, respectively).…”

“…Wine segmentation is often associated with the consumer's involvement (Aurifeille, Quester, Lockshin, & Spawton, 2002) which plays a key role in sparkling wine consumption (Charters et al, 2011; Morton, Rivers, Charters, & Spinks, 2013; Verdonk et al, 2017). Following Taylor, Bing, Reynolds, Davison, and Ruetzler (2018), the involvement is a combination of personal and social motivations that affect wine purchase through a complex interaction of intrinsic and extrinsic motivations. The intrinsic motivations refer to wine knowledge, to hedonic aspects (pleasure, enjoyment, relax, hobby, etc.…”

Drinking “Green”: What Drives Organic Wine Consumption in an Emerging Wine Market

“…Drawing on the theoretical framework of the cognitive appraisal theory, this study has contributed to existing literature on several fronts. First, this research has responded to recent calls for more studies to extend hospitality literature with further exploration on psychological factors that predict wine consumption and related behaviors (e.g., Bonn, Cronin, & Cho, 2016;Taylor et al, 2018). While existing wine literature has stressed the influence of product features (e.g., price, packaging, labeling, and bottle closure) on consumer purchase (e.g., N. Barber et al, 2009;Lu et al, 2017), consumers' inner state is also fundamental to understanding wine purchase behavior.…”

“…However, wine purchasing is a rather complex behavior driven by not only product attributes but also individual factors whereby one's perceptions can even shift their evaluations of product attributes. Thus, hospitality and wine researchers have long sought to understand individual factors beyond product attributes to predict wine consumption behavior (Taylor et al, 2018). For example, Bonn, Kim, et al (2016) show that social influence, perceived usefulness, and perceived use significantly determine consumer intentions to purchase wine online.…”