The effects of motivation and prior knowledge on wine consumers’ decision-making process: using an extended model of goal-directed behavior
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 3 April 2024
Abstract
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.
Keywords
Acknowledgements
Funding: This work was supported by Institute of Information and communications Technology Planning and Evaluation (IITP) grant funded by the Korean Government (MSIT) (No. 2020–0-01373, Artificial Intelligence Graduate School Program (Hanyang University)).
Corrigendum: It has come to the attention of the publisher that the article, Lee, S.O., Hyun, S.S. and Wu, Q. (2024), “The effects of motivation and prior knowledge on wine consumers’ decision-making process: using an extended model of goal-directed behavior”, International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-08-2023-1283 excluded details in the Funding section of the paper. The authors wish to change the Funding statement to: ‘This work was supported by Institute of Information and communications Technology Planning and Evaluation (IITP) grant funded by the Korean Government (MSIT) (No. 2020–0-01373, Artificial Intelligence Graduate School Program (Hanyang University)) and the research fund of Hanyang University (HY-202100000670057)’. The authors sincerely apologise for this error and for any misunderstanding.
Citation
Lee, S.O., Hyun, S.S. and Wu, Q. (2024), "The effects of motivation and prior knowledge on wine consumers’ decision-making process: using an extended model of goal-directed behavior", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-08-2023-1283
Publisher
:Emerald Publishing Limited
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