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Influences in the Selection of Wine as a Self-Gift: An Examination of Emotions, Motivations, and Demographics

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Dissertation(1.61 MB)

Date

2024

Authors

Ren, Pengfei

Supervisor

Wilkinson, Helene

Item type

Dissertation

Degree name

Master of Business

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Publisher

Auckland University of Technology

Abstract

Focusing on the New Zealand market, this dissertation examines the role of affective, motivational, and demographic factors in influencing consumers' decisions to purchase wine as a self-gift. Drawing on theories such as Self-Determination Theory, Affective Penetration Model and Consumer Engagement Theory, the study aims to understand how intrinsic and extrinsic motivations, affective states and demographic characteristics influence consumers' self-gifting behaviours when purchasing wine. Through quantitative analysis of the survey data, the study examines the criteria prioritised by different consumer groups when choosing self-gifting wines and the impact of positive and negative emotions on consumption and decision-making engagement. The main findings suggest that while demographic characteristics such as age, gender and income influence self-gifting decisions, positive emotions do not significantly increase consumption. Instead, factors such as product familiarity and personal preference play a more critical role in consumer decision-making. This study highlights the complex interplay between emotional and motivational drivers, contributing to the existing literature on self-gifting and providing practical insights for marketers in the wine industry.

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Permanent link

http://hdl.handle.net/10292/18327

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Masters Dissertations