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Understanding young Chinese wine consumers through innovation diffusion theory

Author

Listed:
  • Matthew H. T. Yap

    (Faculty of Business Administration (E22), University of Macau, Taipa, Macau)

  • Nan Chen

    (School of Hospitality and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China)

Abstract

Purpose – This paper aims to examine young Chinese wine consumers’ perceptions of the diffused wine information in China, and explore the factors that may influence their perceptions. Design – A positivism paradigm was employed to design the research. Methodology – Quantitative data were collected from a total of 507 young Chinese wine consumers via a self-administered structured questionnaire. Both descriptive and advanced statistics were employed to analyse the collected data. Approach – Respondents were selected using purposive sampling technique. Deductive approach was used to reason data. Research ethics were observed. Findings – Six dimensions (complexity, compatibility, relative advantage, observability, religion and ethics, and trialability diffused wine information) emerged via Principal Component Analysis. Young Chinese wine consumers’ perceptions of the diffused wine information were independent of their personal and professional backgrounds. However, consumers with different education levels and religions considered differently the expensiveness of wine to purchase. Their considerations of the expensiveness of wine to purchase were dependent on their awareness of alcoholic friends and family members, age, education levels and gender. Originality of the research – This study is possibly the first of its kind to employ the diffusion of innovation theory to examine young Chinese wine consumers’ perceptions.

Suggested Citation

  • Matthew H. T. Yap & Nan Chen, 2017. "Understanding young Chinese wine consumers through innovation diffusion theory," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 23(1), pages 51-68, May.
    • Handle: RePEc:tho:journl:v:23:y:2017:n:1:p:51-68
    DOI: 10.20867/thm.23.1.3
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    References listed on IDEAS

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    1. Peter Taylor & Pam McRae-Williams & Julian Lowe, 2007. "The Determinants of Cluster Activities in the Australian Wine and Tourism Industries," Tourism Economics, , vol. 13(4), pages 639-656, December.
    2. Hanagriff, Roger D. & Lau, Michael H. & Rogers, Sarah L., 2009. "State Funded Marketing and Promotional Activities to Support a State's Winery Business; Are There Economic Returns?: A Case study using Texas Senate Bill 1370's support of the Texas Wine Industry," 2009 Annual Meeting, January 31-February 3, 2009, Atlanta, Georgia 46824, Southern Agricultural Economics Association.
    3. Orth, U.R. & Krska, P., 2001. "Quality Signals In Wine Marketing: The Role Of Exhibition Awards," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 4(4), pages 1-13.
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    Cited by:

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    More about this item

    Keywords

    Young Chinese wine consumer; Diffusion of innovation theory; Consumer perceptions; quantitative research;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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