Purpose

The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries.

Design/methodology/approach

The study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries.

Findings

Findings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery.

Research limitations/implications

The geographical location of the study is limited to one state in Australia.

Originality/value

In distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.

中文翻译：

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气氛对酒厂情绪和消费者行为的影响

目的

本研究的目的是调查气氛对消费者情绪和葡萄酒购买行为的影响，以协助酒厂管理层制定和沟通强有力的定位策略。零售研究表明气氛对消费者情绪和行为的重要性。到目前为止，关于气氛的三个维度如何影响参观酒厂的消费者的证据有限。

设计/方法/方法

该研究包括分两个阶段进行的调查。第一次调查 ( n = 170) 探讨了本研究中应用的因素，第二次调查 ( n = 377) 分析了酿酒厂的气氛、情绪和消费者购买行为之间的关系。

发现

研究结果表明，酿酒厂的氛围有可能对消费者的情绪和葡萄酒购买行为产生积极影响。现场音乐和自然环境对气氛和消费者情绪以及他们在参观酒厂时随后的葡萄酒购买特别有影响。这种区别使这项研究能够分析对消费者增加他们在酒厂度过的时间的重要因素。

研究限制/影响

该研究的地理位置仅限于澳大利亚的一个州。

原创性/价值

在区分不同的消费者葡萄酒购买行为、饮酒和购买葡萄酒时，本文对三个重要的跨部门领域做出了贡献：葡萄酒旅游、氛围和消费者行为。影响消费者情绪和葡萄酒购买行为的其他因素包括现场音乐和酿酒厂的自然环境。