Consumer involvement and knowledge influence on wine choice cue utilisation

What is it about?

The research applied a partial least squares (PLS) approach to structural equation modelling. The impact of consumer involvement dimensions on wine buying choice factors was tested. Product choice factors were grouped into extrinsic and intrinsic cues, and marketing mix. Product knowledge has a positive impact on intrinsic product cue utilisation. Product knowledge also moderates the impact of consumer involvement on cue utilisation.

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