Research on the arousal and incentive mechanism of geographical indications on wine consumption motivation in China
Researching and grasping consumers'consumption motivation is the key method to solve the current problem of insufficient domestic wine product consumption motivation from the root in China.By using motivation arousal theory and two-factor theory to build a bridge between geo-graphical indications and wine consumption motivation,the arousal and motivation mechanism of geographical indications on wine consumers'con-sumption motivation was studied.The results showed that differences in geographical indications affect wine consumption in terms of both natural and human factors.Ggeographical indications influence the'effective stimuli'of wine,stimulate the arousal state of consumers from visual,olfactory,taste and mental aspects,and lead to consumer motivation.Under the perspective of two-factor theory,geographical indications can influence the health care and motivational factors of wine,reduce the constraints on consumers or increase the intrinsic drive of consumers to stimulate sustainable consumption behavior.Based on the findings of the study,suggestions were put forward to promote the development of wine consumption in China.
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维普
