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The case of wine: understanding Chinese gift-giving behavior

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Abstract

This study develops our understanding of consumption in China in a gift-giving context and highlights the boundary conditions under which country of origin effects impact wine gift-giving behavior. Using the Theory of Planned Behavior (TPB) as the core premise and borrowing from the embeddedness literature within network theory, we gauge unique insights into Chinese gift-giving behavior. Using survey results from 617 Chinese consumers, product image and gift packaging had significant moderating effects on relationships that were previously assumed to be robust. Results also suggested that country-of-origin effects (China) and ethnocentrism significantly impacted the formation of purchase behavior toward wine as a gift.

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Authors and Affiliations

  1. Department of Management & Marketing, The University of Melbourne, Level 10, 198 Berkeley Street, Melbourne, VIC, 3010, Australia

    Ye Yang & Angela Paladino

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  1. Ye Yang
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Correspondence to Angela Paladino.

Appendix 1 Post-hoc results

Appendix 1 Post-hoc results

CITY (Tier)

Tier 1

Dependent Variable: GGW Attitude R2 = 0.845

Independent Variable

Beta

Significance

Knowledge of Action

0.122

0.018*

Interpersonal Influence

0.159

0.001**

Purchase Motive

0.194

0.000***

Product Image

−0.095

0.041**

Brand Familiarity

−0.112

0.024**

Gift Packaging

−0.112

0.000***

Individualism

0.234

0.002***

Dependent Variable: GGW Intention R2 = 0.728

Independent Variable

Beta

Significance

Altruism

0.100

0.053*

Perceived Behaviour Control

0.345

0.000***

Purchase Motive

0.176

0.013***

Product Image

−0.144

0.018***

Country of Origin (Australia)

0.097

0.100*

Country of Origin (China)

−0.111

0.049***

Gift Packaging

0.107

0.089**

Ethnocentrism

0.163

0.008***

Dependent Variable: GGW Behaviour R2 = 0.773

Independent Variable

Beta

Significance

GGW Attitude

0.148

0.043***

GGW Intention

0.160

0.005***

Altruism

0.155

0.001***

Knowledge of Action

0.120

0.054**

Interpersonal Influence

0.113

0.046***

Perceived Behaviour Control

0.142

0.061*

Gift Packaging

0.174

0.003***

Individualism

−0.126

0.018***

Tier 2

Dependent Variable: GGW Attitude R2 = 0.814

Independent Variable

Beta

Significance

Knowledge of Action

0.137

0.017***

Interpersonal Influence

0.108

0.049***

Purchase Motive

0.245

0.000***

Country of Origin (Australia)

0.090

0.082**

Brand Familiarity

−0.107

0.049***

Gift Packaging

0.123

0.025***

Collectivism

0.164

0.007***

Individualism

0.112

0.040***

Dependent Variable: GGW Intention R2 = 0.733

Independent Variable

Beta

Significance

GGW Attitude

0.178

0.032***

Perceived Behaviour Control

0.322

0.000***

Brand Familiarity

0.108

0.079*

Dependent Variable: GGW Behaviour R2 = 0.697

Independent Variable

Beta

Significance

GGW Attitude

0.237

0.007***

GGW Intention

0.197

0.008***

Altruism

0.191

0.002***

Subjective Knowledge

−0.114

0.080*

Country of Origin (China)

0.144

0.021***

Tier 3

Dependent Variable: GGW Attitude R2 = 0.809

Independent Variable

Beta

Significance

Risk

0.128

0.093*

Altruism

0.147

0.069*

Subjective Knowledge

−0.148

0.062*

Interpersonal Influence

0.266

0.001***

Purchase Motive

−0.249

0.005***

Dependent Variable: GGW Intention R2 = 0.736

Independent Variable

Beta

Significance

Interpersonal Influence

0.211

0.033***

Perceived Behaviour Control

0.343

0.002***

Product Image

−0.203

0.024***

Dependent Variable: GGW Behaviour R2 = 0.801

Independent Variable

Beta

Significance

Subjective Knowledge

−0.282

0.001***

Interpersonal Influence

0.153

0.087*

Purchase Motive

0.181

0.067*

Country of Origin (Australia)

0.245

0.089*

Brand Familiarity

0.139

0.095*

INCOME

High Income Level

Dependent Variable: GGW Attitude R2 = 0.837

Independent Variable

Beta

Significance

Knowledge of Action

0.125

0.010***

Interpersonal Influence

0.199

0.000***

Purchase Motive

0.227

0.000***

Brand Familiarity

−0.133

0.004***

Gift Packaging

0.148

0.001***

Collectivism

0.123

0.007***

Individualism

0.081

0.044**

Dependent Variable: GGW Intention R2 = 0.718

Independent Variable

Beta

Significance

Altruism

0.098

0.048***

Perceived Behaviour Control

0.297

0.000***

Purchase Motive

0.223

0.001***

Product Image

−0.100

0.071**

Country of Origin (Australia)

0.128

0.025***

Dependent Variable: GGW Behaviour R2 = 0.751

Independent Variable

Beta

Significance

GGW Attitude

0.289

0.000***

GGW Intention

0.177

0.001***

Altruism

0.177

0.000***

Knowledge of Action

0.114

0.058**

Interpersonal Influence

0.102

0.057**

Perceived Behaviour Control

0.116

0.098*

Product Image

0.135

0.011***

Country of Origin (China)

0.094

0.053**

Medium Income Level

Dependent Variable: GGW Attitude R2 = 0.824

Independent Variable

Beta

Significance

Subjective Knowledge

−0.061

0.055*

Knowledge of Action

0.095

0.004***

Interpersonal Influence

0.168

0.000***

Purchase Motive

0.222

0.000***

Product Image

−0.089

0.004***

Brand Familiarity

−0.117

0.000***

Gift Packaging

0.142

0.000***

Collectivism

0.098

0.004***

Individualism

0.122

0.000***

Dependent Variable: GGW Intention R2 = 0.714

Independent Variable

Beta

Significance

Subjective Knowledge

0.099

0.014***

GGW Attitude

0.145

0.004***

Perceived Behaviour Control

0.354

0.000***

Purchase Motive

0.136

0.003**

Product Image

−0.100

0.010***

Country of Origin (Australia)

0.078

0.040***

Gift Packaging

0.069

0.081*

Dependent Variable: GGW Behaviour R2 = 0.743

Independent Variable

Beta

Significance

GGW Attitude

0.195

0.000***

GGW Intention

0.157

0.001***

Altruism

0.146

0.000***

Subjective Knowledge

−0.119

0.002***

Knowledge of Action

0.098

0.015**

Interpersonal Influence

0.092

0.016**

Perceived Behaviour Control

0.110

0.029*

Country of Origin (China)

0.104

0.003**

Gift Packaging

0.070

0.065*

Individualism

−0.091

0.011***

Low Income Level

Dependent Variable: GGW Attitude R2 = 0.797

Independent Variable

Beta

Significance

Risk Aversion

0.129

0.073*

Altruism

0.133

0.036**

Objective Knowledge

0.147

0.034***

Purchase Motive

0.180

0.014***

Gift Packaging

0.217

0.006***

Dependent Variable: GGW Intention R2 = 0.741

Independent Variable

Beta

Significance

GGW Attitude

0.006

0.011**

Perceived Behaviour Control

0.037

0.000***

Dependent Variable: GGW Behaviour R2 = 0.717

Independent Variable

Beta

Significance

GGW Intention

0.224

0.021***

Altruism

0.141

0.062**

Purchase Motive

0.197

0.032***

Country of Origin (China)

0.164

0.045**

EDUCATION

Low Educational Level

Dependent Variable: GGW Attitude R2 = 0.905

Independent Variable

Beta

Significance

Price Consciousness

0.237

0.070**

Ethnocentrism

−0.352

0.026***

  1. *p≤.10; **p≤.05 (one-tailed test); ***p≤.01

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Yang, Y., Paladino, A. The case of wine: understanding Chinese gift-giving behavior. Mark Lett 26, 335–361 (2015). https://doi.org/10.1007/s11002-015-9355-0

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