The effects of motivation and prior knowledge on wine consumers’ decision-making process: using an extended model of goal-directed behavior
本研究用扩展的目标导向行为模型，分析了葡萄酒购买动机和先验知识如何影响消费者的购买意愿和决策，发现社交和享乐动机、积极情绪等显著影响欲望和意图。
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.