Purpose

The consumption of wine is influenced by seemingly contradictory antecedents such as perceived authenticity and novelty. This paper aims to explore the influence novelty and authenticity have on wine consumption, in the context of the moderating variables of regionality (i.e. single and multi-region wines) and price (low and high). The research attempts to further understand wine consumption by establishing a conceptual model built on existing wine literature.

Design/methodology/approach

To address the hypotheses and research questions, a panel of 658 consumers who regularly purchased wines produced by the Australian wine industry were recruited. These participants completed a self-administered questionnaire containing stimuli to measure perceived authenticity, perceived novelty, perceived quality, attitudes and purchase intent towards a wine manipulated to have a low vs high price level, as well as single vs multi-regional label. To examine these variables, the study conducted a confirmatory factor analysis (CFA) to confirm the dimensionality of the constructs and structural equation modeling with both path and multi-group analyses to investigate the hypothesised relationships.

Findings

The findings revealed that both authenticity and novelty simultaneously influence perceived quality. Additionally, it was acknowledged that there is no significant difference in wine consumption between single and multi-regional wines; reinforcing current trends of collaboration within the wine industry. Finally, the results also showed that price does moderate wine consumption; revealing ideal prices for wine with particular regional branding strategies.

Originality/value

The current research is the first to show that authenticity and novelty simultaneously and positively influence consumer’s perceived quality of Australian wine. The findings are also the first to show that consumer evaluation of single and multi-origin wines was positive and yielded no significant difference, suggesting that branding wines with multi-origins or multi-region do not change consumers’ perception.

中文翻译：

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探索新颖性和真实性对葡萄酒消费的影响：区域性和价格的调节作用

目的

葡萄酒的消费受到看似矛盾的先例（如感知到的真实性和新颖性）的影响。本文旨在探讨区域性（即单区域和多区域葡萄酒）和价格（低和高）的适度变量的背景下，新颖性和真实性对葡萄酒消费的影响。该研究试图通过建立基于现有葡萄酒文献的概念模型来进一步了解葡萄酒的消费。

设计/方法/方法

为了解决这些假设和研究问题，招募了一个由658名定期购买澳大利亚葡萄酒业生产的葡萄酒的消费者组成的小组。这些参与者完成了一份自我管理的调查问卷，其中包含刺激措施，以衡量感知到的真实性，感知到的新颖性，感知到的质量，态度和购买意向以低价位或高价位葡萄酒以及单一或多区域标签的葡萄酒的购买意图。为了检查这些变量，该研究进行了验证性因子分析（CFA），以确认路径和多组分析的结构和结构方程模型的维度，以研究假设的关系。

发现

研究结果表明，真实性和新颖性同时会影响感知质量。此外，公认的是，单区域和多区域葡萄酒之间的葡萄酒消费量没有显着差异。加强葡萄酒行业内部当前的合作趋势。最后，结果还表明，价格确实适中了葡萄酒的消费。通过特定的区域品牌策略揭示葡萄酒的理想价格。

创意/价值

当前的研究是第一个表明真实性和新颖性同时并积极影响消费者对澳大利亚葡萄酒感知质量的研究。该发现也是第一个表明消费者对单一和多种来源葡萄酒的评价是积极的，并且没有产生显着差异的结果，这表明具有多种来源或多个地区的品牌葡萄酒不会改变消费者的看法。