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Predicting Wine Purchasing Intention Using Extended Model of Goal-directed Behavior

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2014, 38(4), pp.11-36
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Ko, JaeYoun 1 Song, Hak Jun 2 Eunyi Yoo 3

1경희대학교
2배재대학교
3우송대학교

Accredited

ABSTRACT

This study developed an extended model of goal-directed behavior (EMGB) in order to identify the decision-making process of wine consumers in off-premise. A total of 366 useful sample surveys were collected from wine shops, major supermarkets, and wine outlets. A structural equation model approach was employed to identify the relationships between latent variables in the EMGB after developing the proper measurement model. The results of the EMGB indicate that “desire” had the strongest relationship with customers’ intentions to buy wine 'off-premise'. The desire for purchasing behavior was mainly determined by their anticipated emotion, attitude, subjective norm, and frequency of part behavior. It was determined that perceived behavior control does not have a relationship with desire and behavior intention in the research model.

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