Does Knowledge of Wine Affect Consumers’ Wine Purchase Behavior in Restaurants? An Application of Extended Theory of Planned Behavior (ETPB)

Abstract

Wine and dine-in restaurants have been nonspecial for consumers and increasingly popular. This study investigated consumers’ wine purchase behaviors by applying the extended theory of planned behavior (ETPB) and consumer knowledge. This study used a survey method to collect the data. The study measured wine consumption behaviors and understanding. We divided respondents based on their subjective and objective knowledge of wine and then added an extended variable to the model. We analyzed the data with descriptive analysis, correlations, exploratory factor analysis, ANOVA, and multiple regression. Results of exploratory factor analysis extracted attitude, subjective norm, perceived behavioral control (PBC), and subjective knowledge. Results of regression showed that attitude, PBC, and subjective and objective knowledge affected consumers’ behavioral intention to purchase wine at a restaurant while the subjective norm showed no significance. This study applied the extended theory of planned behavior to analyze consumers’ subjective and objective knowledge in investigating their wine consumption behaviors. Results of this study suggest that consumers’ consumption of wine at restaurants is not a special occasion. The consumer’s attitude toward wine significantly impacted their decision to purchase wine at a restaurant. In addition, subjective knowledge showed more impact on behavioral intention than objective knowledge.