Investigating the Influence of Wine Apps on Wine Consumption Behavior

• Main Authors: Yueh-Yung Chiang, 蔣岳蓉
• Other Authors: Yu Chu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ywyjja

碩士 === 國立宜蘭大學 === 生物資源學院碩士在職專班 === 106 === This study examines the influence of the rise of Wine Apps on both consumers and wine professionals from the perspective of wine experts and wine consumers. The purpose of the study is expectating to achieve the following objectives: 1.Analyze the drinking and consumption habits of wine consumers.2.Invesgatiing consumer perceptions of wine Apps and consumer behavior.3.Analysis of the reactions and views of wine vendorss on the rise of Wine Apps.4. Provide the outcome of research government agencies and wine vendors. Conducted via questionnaire analysis and interviews, this study targets at wine consumers who are aged 18 or above and participated in wine tasting courses in northern, central, southern and eastern of Taiwan. Four senior executives of well-known traditional wine vendors and three high-level executives of online wine distributors were interviewed in open-ended discussions. A total of 198 questionnaires regarding drinking habits, consumer behavior and analysis of Wine Apps were collected in two-month period. The analysis shows that people who have more drinking experience are more likely to participate in wine tastings; 54.8% of consumers purchase wine from professional wine vendors; 62.4% of consumers use Wine Apps; 62.9% of consumers use Wine Apps for purchasing reference; up to 79.6% of consumers are interested in downloading the Chinese version Wine Apps. Despite most wine vendors are positive on the upward consumer trend in wine apps applications, they shared various views on the development of Wine Apps. Some of wine vendors interviewed changed their marketing strategies and start using email, LINE and Facebook to promoted wine. This study may provide valuable references of wine apps trend, as well as the strategies and future opportunities of e-commerce, for wine vendors and government agencies.