Information Sources Used by Millennial Restaurant Wine Consumers

Rhonda K. Hammond · Natalia Velikova · Tim H. Dodd

21 citations0/0 files storedJournal of Foodservice Business Research

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Wine Industry and Tourism Consumer Behavior and Marketing Influence Culinary Culture and Tourism

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.

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References

1985The Effects of Product Class Knowledge on Information Search Behavior 1991A Test of Services Marketing Theory: Consumer Information Acquisition Activities 1988The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations 1981Familiarity and Its Impact on Consumer Decision Biases and Heuristics 1990The Impact of Services versus Goods on Consumers' Assessment of Perceived Risk and Variability 1994Consumer Knowledge Assessment 1991An Empirical Test of a Model of External Search for Automobiles 2003When generations collide: who they are, why they clash, how to solve the generational puzzle at work

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