Chinese consumers' selection of wine purchasing channels: influence of demographic characteristics, perceived value factors, social factors and wine knowledge

Dong Tian · Shuo Hao · Weisong Mu · Jia Lu Shi · Jianying Feng

10 citations0/0 files storedBritish Food Journal

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Wine Industry and Tourism Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Purpose The selection of purchasing channels by wine consumers indirectly affects buying experience and satisfaction, therefore, it is of great practical significance to study consumers' preference on channel selection. The purpose of this study is to investigate the current state of consumer selection for purchasing channel and the corresponding influencing factors. Design/methodology/approach A total of 2,976 valid questionnaires were collected by convenience sampling from 34 provinces, municipalities and autonomous regions of China in 2020 via the Internet, yielding a response rate of 82.2%. A categorical statistical approach was used to understand consumer's selection for each channel. Besides, binary logistic regression model was used to analyze the factors affecting consumers' channel selection. Findings The results show that Chinese wine consumers' main purchasing channels are as follows: supermarket/mall, wine specialty stores, comprehensive e-business flagship stores, comprehensive e-business individual stores, restaurants and short video and live streaming platforms. Estimation results showed that among the 12 influencing factors in 4 categories, consumers' education and some other factors significantly influenced consumers' decision on wine purchasing channels. Research limitations/implications Limited by time and experimental conditions, this study did not analyze the trend of wine consumers' purchasing channel selection. Future work would concentrate on multi-year data and conduct longitudinal comparative analysis. Originality/value This study innovatively subdivides the currently popular wine sales channels in Chinese market and conducts research related to consumer channel selection. The results of the study can provide reference for wine producers and distributors to update their strategic layout and also help various channels to understand the characteristics of their customer groups for targeted marketing.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 10 citations exist upstream.

References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 2005Consumers in a multichannel environment: Product utility, process utility, and channel choice 2003Segmenting consumers based on the benefits and risks of Internet shopping 2012Only If It Is Convenient 2000Factors influencing the types of products and services purchased over the Internet 2012Understanding consumers’ multichannel choices across the different stages of the buying process 1995Purchasing behaviour in the Northern Ireland wine market

Cited by

2024The Impact of Social Media on Wine Tourists’ Decision‐Making Intentions: An Empirical Study Using the Elaboration Likelihood Model 2022Family and peer communication and wine consumption among young adults: examining the role of responsible drinking practices 2026Exploring Pinot Noir consumption among younger Chinese consumers

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.