Label fluency and consumer self-confidence.

摘要

The decision to purchase a bottle of wine is often difficult for consumers. Influenced by levels of self-confidence, the decision conflict between competing characteristics of the wine products offered can affect the consumers' decision behaviour. Research has suggested that the front label conveys key information to consumers relating the benefits of purchasing a wine product. Using a self-administered questionnaire, this study examined information, label fluency, consumer self-confidence and impact on consumers purchasing decisions. Data from 339 respondents in Connecticut, USA, were analysed. The results indicated that overall, the respondents preferred the label information provided, and those with low self-confidence preferred the modern label colour and classic label information. The findings of this study confirm that consumers do look at the front label as an important information source and an integral part of the wine buying decision.