The case of wine: understanding Chinese gift-giving behavior

Abstract

This study develops our understanding of consumption in China in a giftgiving context and highlights the boundary conditions under which country of origin effects impact wine gift-giving behavior. Using the Theory of Planned Behavior (TPB) as the core premise and borrowing from the embeddedness literature within network theory, we gauge unique insights into Chinese gift-giving behavior. Using survey results from 617 Chinese consumers, product image and gift packaging had significant moderating effects on relationships that were previously assumed to be robust. Results also suggested that country-of-origin effects (China) and ethnocentrism significantly impacted the formation of purchase behavior toward wine as a gift.

Target groups for organic wine: The importance of segmentation analysis

“…According to previous studies, 'origin' is among the most important wine attributes (e.g. Defrancesco et al, 2012;Jaeger et al, 2013;Mann et al, 2012;Yang and Paladino, 2015). Also in the present study, the choice of white wine was strongly influenced by the country of origin.…”

“…grape variety, micro-climatic conditions (like terroir, weather), and the wine-makers work in the cellar. When purchasing wine in grocery stores, it is often difficult for consumers to judge on wine quality and taste (Lockshin et al, 2006), which is why consumers mostly base their wine choice on extrinsic product attributes such as grape variety (Gustafson et al, 2016), origin (Defrancesco et al, 2012;Jaeger et al, 2013;Yang and Paladino, 2015), price (Panzone, 2014), brand and label design (Drennan et al, 2015).…”

Wine consumption in China: profiling the 21st century Chinese wine consumer

“…Besides wines from Bordeaux, Chinese consumers are more inclined to go for excellent wines from other wine regions of the world and getting more information from wine courses and websites (Masset et al, 2016). Enhanced customers' knowledge, product familiarity and emotional attachments to a specific wine region could contribute to the ethnocentrism of wine (Yang and Paladino, 2015).…”

Analysis and Forecasts of the Demand for Imported Wine in China

“…Scholars have found that Chinese consumers rely more on extrinsic clues when they select wine due to their lack of wine knowledge (H. Liu & McCarthy, 2017). Many studies have revealed that the country of origin (COO) plays an important role when Chinese consumers purchase wine (Balestrini & Gamble, 2006;Camillo, 2012;Hu et al, 2008;Yang & Paladino, 2015;Yu et al, 2009). Drinking wine is considered a symbol of an elegant Western lifestyle, so wine from the Old World, particularly from France, is popular in China (Xu et al, 2014).…”