Abstract
This research aims to investigate the different wine consumption behavior between Western and Mainland Chinese. It conducted questionnaires to interview 109 Western and 110 Mainland Chinese in Hong Kong. Due to a different culture, Western and Mainland Chinese have various motivations to drink wine. Western drink wine for a taste of wine, social communication, pairing with a meal while Mainland Chinese drink wine for health reason, social communication, image enhancement. Another interesting finding is that wine knowledge influences the selection of extrinsic and intrinsic factors when buying wine. Western have higher wine knowledge level than the Mainland Chinese. Mainland Chinese use extrinsic cues to select wine. By contrast, Western use intrinsic cues to select wine.
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