Purpose

This study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions.

Design/methodology/approach

The survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior.

Findings

Notably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention.

Research limitations/implications

The findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.

Originality/value

This study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.

中文翻译：

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动机和先验知识对葡萄酒消费者决策过程的影响：使用目标导向行为的扩展模型

目的

本研究旨在利用目标导向行为的扩展模型（EMGB）来检验葡萄酒购买动机与先验知识之间的相互作用及其对消费者葡萄酒购买意图和决策的影响。

设计/方法论/途径

该调查在韩国大型折扣零售店进行，结构方程模型分析揭示了 EMGB 了解葡萄酒购买行为的强大预测能力。

发现

值得注意的是，研究结果表明，社交生活和享受动机在塑造消费者态度方面发挥着重要作用。此外，积极情绪、态度、先验知识、主观规范和消极预期情绪均对欲望有正向影响，而欲望、先验知识和过去行为频率对行为意向有显着影响。与之前的研究相反，庆祝动机对态度没有显着影响，感知行为控制对欲望和行为意图没有显着影响。

研究局限性/影响

研究结果为营销人员开展有针对性的葡萄酒营销活动并提高消费者购买葡萄酒的意愿提供了实用的见解。

原创性/价值

这项研究进一步加深了对使用 EMGB 框架塑造葡萄酒购买意向所涉及的复杂机制的理解。