The Changing Weight Of Different Attributes In Chinese Consumers Wine Purchasing Behavior

This study examines how the importance of different wine attributes has changed over the last few years in Chinese consumers wine purchasing decision.Using the elaboration-likelihood model(ELM),two routes of persuasion were compared in terms which way of persuasion was stronger 5 years ago and which one is now.These changes in attributes evaluation happened because of rapid development of wine market in China and willingness and opportunity for Chinese consumers to learn more about wine.Three hypothesis thus developed were empirically validated using an online survey.This study contributes to Consumer Behavior literature in wine market by introducing ELM as a referent theory for acceptance research and by evaluation changes in ways of persuasion,and by specifying reasons moderating these changes.For practitioners,this study introduces changes in Chinese consumers wine attributes evaluation that wine marketers can use for developing their marketing campaigns.The findings of this research confirmed that Chinese attitude towards different wine attributes has changed.Importance of such central route attributes as brand and vintage has increased while importance of such attributes as price,type,package,for which consumers use peripheral route to evaluate,decreased in their importance.Results show that country of origin is still one of the most important attributes in wine evaluation.