A study of Taiwanese Millennials and their reliance on country of origin in relation to other criteria on wine purchase
|關鍵詞: ||Country of origin|
|上傳時間: ||2018-07-05 16:51:19 (UTC+8)|
|摘要: ||Today, companies' success greatly depends on thorough undersigning of how consumers assess quality of products. There are various intrinsic and extrinsic quality signals a person can follow. One of the factors determining perception about products is the place where the product was made. Country of origin serves as an extrinsic cue, and is a substitute measure of product’s quality and excellence. However it is unknown whether in a globalized world young consumers still take country of origin into account. Thus, the aim of this study was to measure if Taiwanese Millennials rely on country of origin when purchasing wine, and if product knowledge, consumer ethnocentrism, and consumption occasion moderate the level of dependence on the following purchase criteria. To conduct the research a questionnaire has been used and posted on Facebook, targeting Taiwanese members of generation Y. It would found that young people in Taiwan indeed follow country of origin cue when purchasing wine, and that product knowledge and consumption occasion predict the level of reliance on the quality signal.|
Keywords: country of origin, product knowledge, consumer ethnocentrism, consumption occasion, Millennials, wine
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