Motivation and personal involvement leading to wine consumption
研究了内在动机（如个人特质）和外在动机（如情境因素）如何交互影响个人对葡萄酒的参与度，进而影响消费行为，对营销策略有参考价值。
Purpose Wine sales are at the highest volumes ever and warrant a robust understanding of consumption behavior. Consequently, this study aims to examine intrinsic motivational factors (e.g. personal attributes) – those that push the consumer toward wine products – and the extrinsic motivational product attributes (e.g. situational attributes) those that draw – or pull – the consumer toward wine products. Design/methodology/approach A model has been tested in which intrinsic and extrinsic motivations interacted to predict personal involvement (PI) with wine, which in turn predicted wine consumption, forming a mediated moderation model. Findings Support has been found for a mediated moderation model of wine consumption. Thus, this study improves the understanding of how interactive motivations are mediated by PI in their influence on wine consumption. Research limitations/implications The sample is limited to participants in the National Restaurant Show, and thus the results may be limited to the sample investigated. Practical implications The findings suggest using intrinsic and extrinsic motivational factors and PI with wine to influence marketing strategies. Social implications This study has helped to expand the understanding of interactive and mediating forces that drive wine consumption. Originality/value Although previous research proposed that motivational factors interact to predict wine consumption, this interaction has not been tested empirically prior to the current study. Therefore, this study adds new insights into wine consumption by demonstrating that intrinsic and extrinsic motivators interact to predict PI with wine, which subsequently predicts wine consumption in a holistic, mediated moderation model.