Predicting Wine Purchasing Intention Using Extended Model of Goal-directed Behavior (확장된 목표지향적 행동모형을 이용한 와인구매 의도 예측)

Ko, JaeYoun (고재윤); Song, Hak Jun (송학준); Eunyi Yoo (유은이)

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.

KEYWORDS

Wine purchasing intention, Decision-making process, Model of goal-directed behavior

Citation status

* References for papers published after 2023 are currently being built.

[journal] 김인신 / 2012 / The Analysis of the relationships among Makgeolli Consumers’ Purchase Motivations, Selection Attributes and Consumer Satisfaction / 관광연구논총 / 관광연구소 24(3) : 57~81

[book] 유동근 / 1983 / 촉진전략론 / 선일문화사

[journal] 유병호 / 2013 / Wine Experts' Subjectivities of Young-Dong Red Wine madefrom Campbell-Early Grape: Q Method / 관광학연구 / 한국관광학회 37(3) : 103~123

[thesis] 윤장복 / 2008 / 와인소비자의 온·오프마켓에서의 구매행태별 마케팅 전략 수립에 관한 연구 / 석사 / 건국대학교 산업대학원

[journal] 이원옥 / 2009 / Market Segmentation of Wine Purchasing Motivation Types and the Characteristics / 호텔경영학연구 / 한국호텔외식관광경영학회 18(6) : 1~15

[journal] 이유양 / 2012 / The Brand Positioning for Wine Importers in Korea: Focused on B2B / 관광레저연구 / (사)한국관광레저학회 24(1) : 433~452

[journal] 이효진 / 2011 / Effects Origin of the Wine on the Product Evaluation and Purchase Intention / 한국콘텐츠학회 논문지 / 한국콘텐츠학회 11(2) : 446~456

[journal] 이정원 / 2011 / A Structural Relationship among Wine Purchasing Motivation, Post Purchasing Satisfaction, and Loyalty / 외식경영연구 / 한국외식경영학회 14(1) : 243~258

[book] 임종원 / 2006 / 소비자 행동론-이해와 마케팅에의 전략적활용 / 경문사

[journal] 전현모 / 2009 / A Study on Wine Selection Attributes and Behavioral Intention by Segmentation based on Purchase and Drinking Motive -Focused on Wine Retail Shop Customers in Seoul- / 외식경영연구 / 한국외식경영학회 12(5) : 29~50

[journal] 정미란 / 2011 / Exploring Differences of Purchase Motives and Information Source of Wine Consumers: Focused on Demographic Profiles / 관광레저연구 / (사)한국관광레저학회 23(4) : 313~327

[journal] 정미란 / 2010 / A Study of The Effect of Cultural Values on Wine Purchase Motives, Satisfaction: Hofstede‘s Theory / 관광레저연구 / (사)한국관광레저학회 22(5) : 243~261

[thesis] 조정래 / 2011 / 세계 와인시장 분석을 통한 국내와인산업 현황에 관한 연구 / 석사 / 인하대학교 경영대학원

[journal] 주은영 / 2012 / The Effect of Demographic Characteristics and Quality Recognition Factors on Purchase Intention of Organic Wine / 한국식품영양학회지 / 한국식품영양학회 25(2) : 348~356

[web] 한국경제 / 2013 / 더 세진 와인열풍…수입 사상최대 / http://www.hankyung.com/news/app/newsview.php?aid=2013052731451

[journal] Ajzen, I. / 1991 / The theory of planned behavior / Organisational Behaviour and Human Decision Processes 50(2) : 179~211

[book] Ajzen, I. / 1980 / Understanding Attitudes and Predicting Social Behaviour / Prentice Hall

[journal] Ajzen, I. / 1986 / Prediction of goal-directed behavior : Attitudes, intentions, and perceived behavioral control / Journal of Experimental Social Psychology 22(5) : 453~474

[journal] Anderson, J. C. / 1988 / Structural equation modeling in practice : A review and recommended two-step approach / Psychological Bulletin 103(3) : 411~423

[journal] Anderson, J. C. / 1992 / Assumptions and comparative strengths of the two-step approach comment on Fornell and Yi / Sociological Methods & Research 20(1) : 321~333

[journal] Baber, N. / 2006 / Influence of wine packaging on consumers' decision to purchase / Journal of Foodservice Business Research 9(4) : 83~98

[journal] Barber, N. / 2009 / Wine consumers' environmental knowledge and attitudes : Influence on willingness to purchase / International Journal of Wine Research 1(1) : 59~72

[journal] Bagozzi, R. P. / 2006 / Antecedents and purchase consequences of customer participation in small group brand communities / International Journal of Research in Marketing 23(1) : 45~61

[journal] Bagozzi, R. / 1982 / Representing and testing organizational theories : A holistic construal / Administrative Science Quarterly 27(3) : 459~490

[journal] Bearden, W. O. / 1982 / Sample size effects on chi square and other statistics used in evaluating causal models / Journal of Marketing Research 19(4) : 425~430

[book] Bentler, P. M. / 1995 / EQS for Windows User's Guide / Multivariate Software, Inc

[journal] Brunner, T. A. / 2011 / A consumer-oriented segmentation study in the Swiss wine market / British Food Journal 113(3) : 353~373

[journal] Bruwer, J. / 2010 / The BYOB of wine phenomenon of consumers in the Australian licensed on-premise foodservice sector / International Journal of Hospitality Management 29(1) : 83~91

[journal] Bruwer, J. / 2013 / BYOB as a risk-reduction strategy(RRS)for wine consumers in the Australian on-premise foodservice sector : Exploratory insights / International Journal of Hospitality Management 32 : 21~30

[book] Byrne, B. M. / 1994 / Structural Equation Modeling with EQS and EQS/Windows: Basic Concepts, Applications, and Programming / Sage

[journal] Byrne, B. M. / 1994 / Testing for the factorial validity, replication, and invariance of a measuring instrument : A paradigmatic application based on the Maslach Burnout inventory / Multivariate Behavioral Research 29(3) : 289~311

[book] Byrne, B. M. / 2006 / Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming / Lawrence Erlbaum Associates

[journal] Carrus, G. / 2008 / Emotions, habits and rational choices in ecological behaviours : The case of recycling and use of public transportation / Journal of Environmental Psychology 28(1) : 51~62

[journal] Chrea, C. / 2011 / An investigation using three approaches to understand the influence of extrinsic product cues on consumer behavior : An example of Australian wines / Journal of Sensory Studies 26(1) : 13~24

[journal] Conner, M. / 1998 / Extending the theory of planned behavior : A review and avenues for further research / Journal of Applied and Social Psychology 28(15) : 1429~1464

[journal] D’Alessandro, S. / 2013 / Evaluation of wine by expert and novice consumers in the presence of variations in quality, brand and country of origin cues / Food Quality and Preference 28(1) : 287~303

[journal] Dann, G. M. / 1981 / Tourist motivation an appraisal / Analysis of Tourism Research 8(2) : 187~219

[journal] Dodd, T. / 2006 / Motivations of young people for visiting wine festivals / Event Management 10(1) : 23~33

[journal] Fornell, C. / 1981 / Evaluating structural equation models with unobservable variables and measurement error / Journal of Marketing Research 18(1) : 39~50

[book] Gleicher, F. / 1995 / What might have been: The social psychology of counterfactual thinking / Lawrence Erlbaum : 283~304

[journal] Gnoth, J. / 1997 / Tourism motivation and expectation formation / Annals of Tourism Research 24(2) : 283~304

[book] Goodman, N. / 1983 / Fact, Fiction, and Forecast / Harvard University Press

[journal] Han, H. / 2010 / Application of the Theory of Planned Behavior to green hotel choice : Testing the effect of environmental friendly activities / Tourism Management 31(3) : 325~334

[book] Hair, Jr. J. F. / 2006 / Multivariate Data Analysis. / Pearson Education

[journal] James M. S. / 2011 / Factors influencing wine consumption in Southern California consumers / International Journal of Wine Business Research 23(1) : 36~48

[journal] Johnson, T. E. / 2007 / A preliminary study of the relationship between Australian wine consumers' wine expertise and their wine purchasing and consumption behaviour / Australian Journal of Grape and Wine Research 13(3) : 186~197

[journal] Lam, T. / 2004 / Theory of planned behavior : Potential travelers from China / Journal of Hospitality & Tourism Research 28(4) : 463~482

[journal] Lee, C. K. / 2004 / Segmentation of festival motivation by nationality and satisfaction / Tourism Management 25(1) : 61~70

[journal] Lee, C. K. / 2012 / The impact of non-pharmaceutical interventions for 2009 H1N1 influenza on travel intentions : A model of goal-directed behavior / Tourism Management 33(1) : 89~99

[journal] Lockshin, L. / 2006 / Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice / Food Quality and Preference 17(3) : 166~178

[book] Nunnally, J. / 1978 / Psychometric Theory / McGraw-Hill

[journal] Perugini, M. / 2001 / The role of desires and anticipated emotions in goal‐directed behaviours : Broadening and deepening the theory of planned behaviour / British Journal of Social Psychology 40(1) : 79~98

[journal] Perugini, M. / 2004 / The distinction between desires and intentions / European Journal of Social Psychology 34(1) : 69~84

[book] Phillips, W. J. / 2009 / Senior Casino Motivation and Gaming Intention : An Extended Theory of Planned Behavior Model. Manhattan / Kansas State University

[journal] Prestwich, A. / 2008 / Goal desires moderate intention‐behaviour relations / British Journal of Social Psychology 47(1) : 49~71

[journal] Richetin, J. / 2008 / Comparing leading theoretical models of behavioral predictions and postbehavior evaluations / Psychology and Marketing 25(12) : 1131~1150

[journal] Song, H. J. / 2012 / The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior / Tourism Management 33(6) : 1417~1428

[journal] Song, H. J. / 2012 / The role of responsible gambling strategy in forming behavioral intention: An application of a model of goal-directed behavior / Journal of Travel Research 51(4) : 512~523

[journal] Steenkamp, J. / 1991 / The use of LISREL in validating marketing constructs / International Journal of Research in Marketing 8(4) : 283~299

[journal] Taylor, S. A. / 2007 / The addition of anticipated regret to attitudinally based, goal‐directed models of information search behaviours under conditions of uncertainty and risk / British Journal of Social Psychology 46(4) : 739~768

[journal] Taylor, S. A. / 2009 / Intention to engage in digital piracy : A conceptual model and empirical test / Journal of Service Research 11(3) : 246~262

[journal] Van der Pligt, J. / 1998 / Expectancy-value models of health behaviour : The role of salience and anticipated affect / Psychology & Health 13(2) : 289~305

[journal] Zint, M. / 2002 / Comparing three attitude‐behavior theories for predicting science teachers' intentions / Journal of Research in Science Teaching 39(9) : 819~844

KJCKorea
Journal Central

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7