Escandon-Barbosa Diana, Rialp-Criado Josep
Gestión de Organizaciones Department, Pontificia Universidad Javeriana Cali, Cali, Colombia.
Economia i Empresa, Universitat Autònoma de Barcelona, Barcelona, Spain.
Front Psychol. 2019 Jan 14;9:2761. doi: 10.3389/fpsyg.2018.02761. eCollection 2018.
This paper aims to analyze the influence of the content of the label of wine bottles on the purchase intention of wine. The sample was 114 individuals (51, 32% women and 48, 67% men) inside simulated Supermarket at Javeriana University of the city of Cali (Colombia). They were viewed for 2 min in front of a grocery shelving with 100 wines. The study uses eye tracking to estimate the behavior related to wine attributes included on the label of wine bottles, specifically the denomination of origin, nutritional information, and health warnings. The authors use the hierarchical model methodology, which generates a pattern of relationships among variables. Among the results, it is possible to determine a consistent model for purchase intention, where the mentioned components of the label that are related to wine attributes and their interactions constitute important factors in the possibility of influencing a purchase intention. However, when executing a group division of the audience attending to the experience in wine consumption, it is evident that based on their experience, consumers read the labels' information differently, causing certain effects in their buying intention.
本文旨在分析葡萄酒瓶标签内容对葡萄酒购买意愿的影响。样本为位于卡利市（哥伦比亚）哈韦里亚纳大学模拟超市内的114个人（51名女性，占32%；48名男性，占67%）。他们在摆放着100瓶葡萄酒的食品杂货货架前被观察了2分钟。该研究使用眼动追踪技术来估计与葡萄酒瓶标签上所包含的葡萄酒属性相关的行为，具体包括原产地名称、营养信息和健康警告。作者采用层次模型方法，该方法可生成变量之间的关系模式。在研究结果中，可以确定一个关于购买意愿的一致模型，其中标签中与葡萄酒属性相关的上述组成部分及其相互作用构成了影响购买意愿可能性的重要因素。然而，当根据葡萄酒消费体验对受众进行分组划分时，很明显，基于他们的经验，消费者对标签信息的阅读方式不同，从而对他们的购买意愿产生了一定影响。
