Influences in the Selection of Wine as a Self-Gift: An Examination of Emotions, Motivations, and Demographics
| dc.contributor.advisor | Wilkinson, Helene | |
| dc.contributor.author | Ren, Pengfei | |
| dc.date.accessioned | 2024-11-14T20:38:05Z | |
| dc.date.available | 2024-11-14T20:38:05Z | |
| dc.date.issued | 2024 | |
| dc.description.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. | |
| dc.identifier.uri | http://hdl.handle.net/10292/18327 | |
| dc.language.iso | en | |
| dc.publisher | Auckland University of Technology | |
| dc.rights.accessrights | OpenAccess | |
| dc.title | Influences in the Selection of Wine as a Self-Gift: An Examination of Emotions, Motivations, and Demographics | |
| dc.type | Dissertation | |
| thesis.degree.grantor | Auckland University of Technology | |
| thesis.degree.name | Master of Business |