Abstract
ABSTRACTAn online survey explored foodservice operators’ (N = 57) perceptions of wine-on-tap, a recent trend in the United States. Adopters (39.1%) considered themselves more innovative, willing to take risks, and influential on others’ opinions than nonadopters (60.9%). Foodservice operators who currently offer wine-on-tap utilized interpersonal information sources (e.g., distributors) more frequently than nonadopters. Additionally, adopters perceived wine-on-tap’s characteristics more positively than nonadopters, indicating wine-on-tap was significantly easier to use than bottled wine. Among other implications, networking stood out as an important driver of innovative behavior in the foodservice industry.
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