Abstract
Wine and dine-in restaurants have been nonspecial for consumers and increasingly popular. This study investigated consumers’ wine purchase behaviors by applying the extended theory of planned behavior (ETPB) and consumer knowledge. This study used a survey method to collect the data. The study measured wine consumption behaviors and understanding. We divided respondents based on their subjective and objective knowledge of wine and then added an extended variable to the model. We analyzed the data with descriptive analysis, correlations, exploratory factor analysis, ANOVA, and multiple regression. Results of exploratory factor analysis extracted attitude, subjective norm, perceived behavioral control (PBC), and subjective knowledge. Results of regression showed that attitude, PBC, and subjective and objective knowledge affected consumers’ behavioral intention to purchase wine at a restaurant while the subjective norm showed no significance. This study applied the extended theory of planned behavior to analyze consumers’ subjective and objective knowledge in investigating their wine consumption behaviors. Results of this study suggest that consumers’ consumption of wine at restaurants is not a special occasion. The consumer’s attitude toward wine significantly impacted their decision to purchase wine at a restaurant. In addition, subjective knowledge showed more impact on behavioral intention than objective knowledge.
Highlights
Wine consumption in Europe is 57% of global wine consumption [1], while wine consumption in Asia is a new market [2]
The comparisons showed that the theory of planned behavior (TPB) model explanation increased from 70% to 75% using the extended theory of planned behavior (ETPB), demonstrating that additional variables give more power to the model
Gender showed significant differences in subjective knowledge (t = 4.413, p < 0.001) while we found no significant differences in objective knowledge
Summary
Wine consumption in Europe is 57% of global wine consumption [1], while wine consumption in Asia is a new market [2]. Increased eating out and interest in gastronomy affected wine consumption expansion [3,4]. In Korea, eating out trends are changing, increasing spending for eating out. Increasing national income and women joining the workforce affected wine consumption from high-end to universal alcoholic beverages. Food service establishments implement various ideas while grappling with fierce competition for consumers’ attention in a changing market. As ‘healthy alcohol,’ gained popularity through the concept of wine and food pairing, which boosts food taste by adding healthy sides of wine. Food has been a center of the products offered to consumers and wine is what consumers look for besides food when ordering
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