Purpose

This study aims to provide insights on how different sources of information concerning a quality assurance program (QAP) influence consumers’ wine purchase likelihood, profiles of consumers most likely to use QAPs (demographics, wine consumption and expenditures, wine involvement behaviors) and consumer attitudes toward QAPs.

Design/methodology/approach

Data are from a 2021 survey of 1,191 wine consumers in Tennessee and other US states. A multiple indicators multiple causes model is used to estimate how consumer demographics, wine consumption and expenditure patterns and several wine-involvement measures influence likelihood of using QAPs from eight provider sources when making wine purchase decisions. Sources include university, government, third-party certifiers, wineries and wine associations at the state, regional, national and international levels.

Findings

Wine consumers have an interest in QAP information when making wine purchase decisions. Not all QAP provider information is used equally, with almost 69% of the sample indicating the use of state wine association QAPs, but less than 44% indicating the use of government agency QAPs or third-party QAPs. Wine consumers’ demographics also influence the use of QAP information. Males, higher income consumers, residing outside of Tennessee and more wine-involved consumers are more likely to use QAPs. Consumers view QAPs as indicators of overall wine quality, ingredient quality and wine consistency rather than necessarily a means of building knowledge about local wines.

Originality/value

To the best of the authors’ knowledge, this paper is the first to examine not only QAP use from multiple providers but also how demographics, wine consumption, wine expenditures and wine-involvement impact QAP use.

中文翻译：

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质量保证计划提供商对田纳西州和美国消费者购买葡萄酒的影响：多指标多原因模型分析

目的

本研究旨在深入了解有关质量保证计划 (QAP) 的不同信息来源如何影响消费者购买葡萄酒的可能性、最有可能使用 QAP 的消费者概况（人口统计、葡萄酒消费和支出、葡萄酒参与行为）和消费者态度对 QAP。

设计/方法/途径

数据来自 2021 年对田纳西州和美国其他州的 1,191 名葡萄酒消费者的调查。使用多指标多原因模型来估计消费者人口统计数据、葡萄酒消费和支出模式以及几种葡萄酒参与措施如何影响在做出葡萄酒购买决策时使用来自八个供应商来源的 QAP 的可能性。来源包括州、地区、国家和国际各级的大学、政府、第三方认证机构、酿酒厂和葡萄酒协会。

发现

葡萄酒消费者在做出葡萄酒购买决策时对 QAP 信息很感兴趣。并非所有 QAP 提供者信息都得到平等使用，近 69% 的样本表明使用州葡萄酒协会 QAP，但不到 44% 表明使用政府机构 QAP 或第三方 QAP。葡萄酒消费者的人口统计数据也会影响 QAP 信息的使用。居住在田纳西州以外的男性、高收入消费者和更多与葡萄酒有关的消费者更有可能使用 QAP。消费者将 QAP 视为整体葡萄酒质量、成分质量和葡萄酒一致性的指标，而不一定是建立当地葡萄酒知识的一种手段。

原创性/价值

据作者所知，本文是第一篇不仅研究了来自多个供应商的 QAP 使用情况，还研究了人口统计、葡萄酒消费、葡萄酒支出和葡萄酒参与如何影响 QAP 使用的论文。