ABSTRACT There is increasing academic and public interest in the rise of nonalcoholic (NA) beverage options. As a whole, the nascent stream of research on NA consumption has generated some important insights into the demand and attractiveness of NA options to consumers. However, we know little about how the social context both influences and is influenced by NA wine consumption. This paper examines how the motives, social contextual factors, and outcomes may differ for NA wine consumption. We apply signaling theory to develop our formal propositions and present the results of a netnography study, which provides the initial corroboration of our conceptual model. Finally, we discuss the implications of our model and directions for future scholarship in this important area of wine research.

中文翻译：

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您不是Teetotaler，是吗？非酒精类葡萄酒消费动机和结果的框架

摘要非酒精（NA）饮料选择的兴起引起了学术界和公众的越来越多的兴趣。总体而言，新生代NA消费的研究流已经产生了一些重要的见解，了解了NA选择对消费者的需求和吸引力。但是，我们对社会背景如何影响北美葡萄酒消费以及如何受到其影响知之甚少。本文研究了北美葡萄酒消费的动机，社会背景因素和结果可能如何不同。我们运用信号理论来发展我们的形式命题，并提出网络志研究的结果，这为我们的概念模型提供了初步的佐证。最后，我们讨论了我们的模式的含义以及在葡萄酒研究这一重要领域中未来奖学金的方向。