CONSUMER PREFERENCES AND WILLINGNESS TO PAY FOR OAK ATTRIBUTES IN WASHINGTON CHARDONNAYS
CONSUMER PREFERENCES AND WILLINGNESS TO PAY FOR OAK ATTRIBUTES IN WASHINGTON CHARDONNAYS
复制标题
DOI：
10.1093/ajae/aar071
复制
发表时间：
2012-01-01
影响因子：
4.2
通讯作者：
Ross, Carolyn
中科院分区：
文献类型：
--
作者：
Holmquist, Christina;McCluskey, Jill;Ross, Carolyn
2010年，夏敦埃是美国市场上最受欢迎的白色葡萄酒品种（Hargrave 2011）。霞多丽传统上是在小橡木桶中生产的。在霞多丽生产过程中使用橡木对葡萄酒的特性有很大的影响，包括颜色、风味、香气和单宁。一些消费者喜欢在他们的霞多丽中加入浓郁的橡木味道，通常被描述为烤香草。其他人喜欢奶油，黄油的味道和质地。还有一些人更喜欢他们的霞多丽完全不橡木和脆。本研究的目的是评估消费者对华盛顿州霞多丽葡萄酒的偏好和支付意愿（WTP）在橡木处理中的差异。外在和内在质量线索都会影响食品和葡萄酒产品的WTP。消费者在购买时会观察外在的产品质量线索，如产品的价格、商店、信息和标签的外观。葡萄酒的内在特征是由观察、闻和品尝葡萄酒的复杂感官体验组成的。Steenkamp（1990）指出，外部质量线索是消费者观察到的，而内在质量属性是
In 2010, chardonnay was the most popular white wine variety on the US market in terms of sales (Hargrave 2011). Chardonnay has traditionally been produced in small oak barrels. The use of oak in producing chardonnay can have significant effects on the characteristics of the wine, including color, flavor, aroma, and tannins. Some consumers prefer a heavy oak flavor in their chardonnay, often described as toasted vanilla. Others prefer a creamy, but-tery taste and texture. Still others prefer their chardonnay completely un-oaked and crisp. The purpose of this study is to evaluate how consumers' preferences and willingness to pay (WTP) for Washington State chardonnay wines differ across oak treatments.Both extrinsic and intrinsic quality cues affect WTP for food and wine products. Consumers observe, at the moment of purchase, extrinsic product quality cues such as price of the product, store, and information and appearance of the label. Intrinsic characteris-tics consist of the complex sensory experience which comes from observing, smelling, and tasting a wine. Steenkamp (1990) noted that extrinsic quality cues are what the consumers observe, and intrinsic quality attributes are