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https://doi.org/10.20867/thm.23.1.3

Understanding young Chinese wine consumers through innovation diffusion theory

Matthew H. T. Yap   ORCID icon orcid.org/0000-0001-7147-1190 ; Faculty of Business Administration (E22), University of Macau, Taipa, Macau
Nan Chen ; School of Hospitality and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China

Puni tekst: engleski, pdf (395 KB) str. 51-68 preuzimanja: 1.009* citiraj
APA 6th Edition
Yap, M.H.T. i Chen, N. (2017). Understanding young Chinese wine consumers through innovation diffusion theory. Tourism and hospitality management, 23 (1), 51-68. https://doi.org/10.20867/thm.23.1.3
MLA 8th Edition
Yap, Matthew H. T. i Nan Chen. "Understanding young Chinese wine consumers through innovation diffusion theory." Tourism and hospitality management, vol. 23, br. 1, 2017, str. 51-68. https://doi.org/10.20867/thm.23.1.3. Citirano 05.07.2020.
Chicago 17th Edition
Yap, Matthew H. T. i Nan Chen. "Understanding young Chinese wine consumers through innovation diffusion theory." Tourism and hospitality management 23, br. 1 (2017): 51-68. https://doi.org/10.20867/thm.23.1.3
Harvard
Yap, M.H.T., i Chen, N. (2017). 'Understanding young Chinese wine consumers through innovation diffusion theory', Tourism and hospitality management, 23(1), str. 51-68. https://doi.org/10.20867/thm.23.1.3
Vancouver
Yap MHT, Chen N. Understanding young Chinese wine consumers through innovation diffusion theory. Tourism and hospitality management [Internet]. 2017 [pristupljeno 05.07.2020.];23(1):51-68. https://doi.org/10.20867/thm.23.1.3
IEEE
M.H.T. Yap i N. Chen, "Understanding young Chinese wine consumers through innovation diffusion theory", Tourism and hospitality management, vol.23, br. 1, str. 51-68, 2017. [Online]. https://doi.org/10.20867/thm.23.1.3

Sažetak
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.

Ključne riječi
Young Chinese wine consumer; Diffusion of innovation theory; Consumer perceptions; quantitative research

Hrčak ID: 180795

URI
https://hrcak.srce.hr/180795

Posjeta: 1.333 *