Understanding young Chinese wine consumers through innovation diffusion theory

Matthew H. T. Yap, Nan Chen

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

Purpose – This paper aims to examine young Chinese wine consumers’ perceptions of the diffused wine information in China, and explore the factors that may influence their perceptions.

Design – A positivism paradigm was employed to design the research.
Methodology – Quantitative data were collected from a total of 507 young Chinese wine consumers via a self-administered structured questionnaire. Both descriptive and advanced statistics were employed to analyse the collected data.

Approach – Respondents were selected using purposive sampling technique. Deductive approach was used to reason data. Research ethics were observed.

Findings – Six dimensions (complexity, compatibility, relative advantage, observability, religion and ethics, and trialability diffused wine information) emerged via Principal Component Analysis. Young Chinese wine consumers’ perceptions of the diffused wine information were independent of their personal and professional backgrounds. However, consumers with different education levels and religions considered differently the expensiveness of wine to purchase. Their considerations of the expensiveness of wine to purchase were dependent on their awareness of alcoholic friends and family members, age, education levels and gender.

Originality of the research – This study is possibly the first of its kind to employ the diffusion of innovation theory to examine young Chinese wine consumers’ perceptions.
Original languageEnglish
Pages (from-to)51-68
Number of pages18
JournalTourism and Hospitality Management
Volume23
Issue number1
DOIs
Publication statusPublished - 1 May 2017
Externally publishedYes

Fingerprint

innovation
religion
ethics
education
wine
young
Innovation diffusion theory
Wine
principal component analysis
gender
methodology
Consumer perceptions

Cite this

Yap, Matthew H. T. ; Chen, Nan. / Understanding young Chinese wine consumers through innovation diffusion theory. In: Tourism and Hospitality Management. 2017 ; Vol. 23, No. 1. pp. 51-68.
@article{24d6dd7b303641e28d95459dd45cf0ea,
title = "Understanding young Chinese wine consumers through innovation diffusion theory",
abstract = "Purpose – This paper aims to examine young Chinese wine consumers’ perceptions of the diffused wine information in China, and explore the factors that may influence their perceptions.Design – A positivism paradigm was employed to design the research.Methodology – Quantitative data were collected from a total of 507 young Chinese wine consumers via a self-administered structured questionnaire. Both descriptive and advanced statistics were employed to analyse the collected data.Approach – Respondents were selected using purposive sampling technique. Deductive approach was used to reason data. Research ethics were observed.Findings – Six dimensions (complexity, compatibility, relative advantage, observability, religion and ethics, and trialability diffused wine information) emerged via Principal Component Analysis. Young Chinese wine consumers’ perceptions of the diffused wine information were independent of their personal and professional backgrounds. However, consumers with different education levels and religions considered differently the expensiveness of wine to purchase. Their considerations of the expensiveness of wine to purchase were dependent on their awareness of alcoholic friends and family members, age, education levels and gender.Originality of the research – This study is possibly the first of its kind to employ the diffusion of innovation theory to examine young Chinese wine consumers’ perceptions.",
keywords = "Young Chinese wine consumer, Diffusion of innovation theory, Consumer perceptions, Quantitative research",
author = "Yap, {Matthew H. T.} and Nan Chen",
year = "2017",
month = "5",
day = "1",
doi = "10.20867/thm.23.1.3",
language = "English",
volume = "23",
pages = "51--68",
journal = "Tourism and Hospitality Management",
issn = "1330-7533",
publisher = "University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija",
number = "1",

}

Understanding young Chinese wine consumers through innovation diffusion theory. / Yap, Matthew H. T.; Chen, Nan.

In: Tourism and Hospitality Management, Vol. 23, No. 1, 01.05.2017, p. 51-68.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Understanding young Chinese wine consumers through innovation diffusion theory

AU - Yap, Matthew H. T.

AU - Chen, Nan

PY - 2017/5/1

Y1 - 2017/5/1

N2 - Purpose – This paper aims to examine young Chinese wine consumers’ perceptions of the diffused wine information in China, and explore the factors that may influence their perceptions.Design – A positivism paradigm was employed to design the research.Methodology – Quantitative data were collected from a total of 507 young Chinese wine consumers via a self-administered structured questionnaire. Both descriptive and advanced statistics were employed to analyse the collected data.Approach – Respondents were selected using purposive sampling technique. Deductive approach was used to reason data. Research ethics were observed.Findings – Six dimensions (complexity, compatibility, relative advantage, observability, religion and ethics, and trialability diffused wine information) emerged via Principal Component Analysis. Young Chinese wine consumers’ perceptions of the diffused wine information were independent of their personal and professional backgrounds. However, consumers with different education levels and religions considered differently the expensiveness of wine to purchase. Their considerations of the expensiveness of wine to purchase were dependent on their awareness of alcoholic friends and family members, age, education levels and gender.Originality of the research – This study is possibly the first of its kind to employ the diffusion of innovation theory to examine young Chinese wine consumers’ perceptions.

AB - Purpose – This paper aims to examine young Chinese wine consumers’ perceptions of the diffused wine information in China, and explore the factors that may influence their perceptions.Design – A positivism paradigm was employed to design the research.Methodology – Quantitative data were collected from a total of 507 young Chinese wine consumers via a self-administered structured questionnaire. Both descriptive and advanced statistics were employed to analyse the collected data.Approach – Respondents were selected using purposive sampling technique. Deductive approach was used to reason data. Research ethics were observed.Findings – Six dimensions (complexity, compatibility, relative advantage, observability, religion and ethics, and trialability diffused wine information) emerged via Principal Component Analysis. Young Chinese wine consumers’ perceptions of the diffused wine information were independent of their personal and professional backgrounds. However, consumers with different education levels and religions considered differently the expensiveness of wine to purchase. Their considerations of the expensiveness of wine to purchase were dependent on their awareness of alcoholic friends and family members, age, education levels and gender.Originality of the research – This study is possibly the first of its kind to employ the diffusion of innovation theory to examine young Chinese wine consumers’ perceptions.

KW - Young Chinese wine consumer

KW - Diffusion of innovation theory

KW - Consumer perceptions

KW - Quantitative research

UR - http://hrcak.srce.hr/index.php?show=toc&id_broj=14598

UR - http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=266531

UR - https://www.scopus.com/record/display.uri?eid=2-s2.0-85021378246&origin=resultslist&sort=plf-f&src=s&st1=Understanding+Young+Chinese+Wine+Consumers+Through+Innovation+Diffusion+Theory&st2=&sid=87f1adc9ae70131e91954862044c57ee&sot=b&sdt=b&sl=93&s=TITLE-ABS-KEY%28Understanding+Young+Chinese+Wine+Consumers+Through+Innovation+Diffusion+Theory%29&relpos=0&citeCnt=2&searchTerm=

U2 - 10.20867/thm.23.1.3

DO - 10.20867/thm.23.1.3

M3 - Article

VL - 23

SP - 51

EP - 68

JO - Tourism and Hospitality Management

JF - Tourism and Hospitality Management

SN - 1330-7533

IS - 1

ER -