Drivers and inhibitors of consumer adoption to a new product category in emerging market : the case of wine in China /
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(Published version)
Date
2021
Authors
Zeng, Lishi
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thesis
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Abstract
The consumer packaged goods industry has a high rate of new product failure. Consumers often state strong intentions to adopt a new product in pre-market testing, but this rarely translates into actual market results. To fill this gap in the product adoption literature, this research investigates the adoption process of a product category (wine) that is new to consumers in the focal market of China; and distinguishes the antecedents of actual adoption behaviour from adoption intention. This research found that adoption intention is weakly related to actual adoption behaviour, due to consumers using different decision criterion when evaluating intention versus implementing actions. Furthermore, this research demonstrates that personal traits influence adoption intention, while previous consumption behaviour and the relative advantages of the new product drive actual adoption behaviour.
School/Discipline
University of South Australia. UniSA Business.
UniSA Business
UniSA Business
Dissertation Note
Thesis ((PhD(Marketing) Geisenheim University ; University of South Australia))--University of South Australia, 2021.
Provenance
Copyright 2021 Lishi Zeng.
Description
1 ethesis (xiv, 137 pages) :
colour illustrations.
Includes bibliographical references (pages 107-118)
colour illustrations.
Includes bibliographical references (pages 107-118)
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506 0#$fstar $2Unrestricted online access