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Unveiling the Influence of Consumer Wine Appreciation Dimension on Purchasing Behavior

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Show simple item record Kekec, Pinar 2012-05-17T15:43:28Z 2012-05-17T15:43:28Z 2012-05-17
dc.description.abstract Consumption values and different usage situations have received extensive interest from scholars; however, there is a lack of understanding regarding how these two constructs interact when it comes to the purchase decisions of consumers. This study examines the relationship between consumption values, consumption situations, and consumers’ purchasing decisions in terms of their willingness to pay and the purchase quantity. First of all, my model proposes that all four consumption values and different situations have a positive effect on consumers’ willingness to pay as well as the quantity they purchase. It also proposes that varying usage situations moderate the effect of consumption values on consumers’ purchasing decisions. In my conceptual model, I have also integrated the epistemic and conditional values where there is a gap in the existing literature. Prior literature has isolated the consumption values when studying how they affect consumer behavior and has not examined how consumption situations moderate the relationship between consumption values and purchasing decisions. Also, the existing literature has mostly focused on how consumption values affect purchase intentions, brand loyalty, or satisfaction, whereas my study focuses on purchasing decisions. For my study, the participants were randomly chosen from the general wine consumer population and the age range was between 20 and 75, which included 83 male respondents and 119 female respondents. The data received from my respondents support my hypotheses for the model. In my final chapter, I discuss the theoretical and managerial implications as well as suggestions for future research. en_US
dc.language.iso eng en_US
dc.publisher Brock University en_US
dc.subject consumption en_US
dc.subject values en_US
dc.subject situation en_US
dc.subject purchasing en_US
dc.subject decisions en_US
dc.title Unveiling the Influence of Consumer Wine Appreciation Dimension on Purchasing Behavior en_US
dc.type Electronic Thesis or Dissertation en_US M.Sc. Management en_US Masters en_US
dc.contributor.department Faculty of Business Programs en_US Faculty of Business en_US

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