地理标志对国内葡萄酒消费动机的唤醒与激励机制的研究  

Research on the arousal and incentive mechanism of geographical indications on wine consumption motivation in China

作　　者：冯泽山 杨和财[2] FENG Zeshan;YANG Hecai(School of Economics and Management,Northwest A&F University,Yangling 712100,China;School of Wine,Northwest A&F University,Yangling 712100,China)

机构地区：[1]西北农林科技大学经济管理学院,陕西杨凌712100 [2]西北农林科技大学葡萄酒学院,陕西杨凌712100

出　　处：《中国酿造》2024年第2期269-275,共7页China Brewing

基　　金：国家社会科学基金(21XJY012);陕西省重点研发计划(2022NY-026);陕西省重点产业创新链(2023-ZDLNY-22)。

摘　　要：研究和把握消费者消费动机,是从根源上解决当前国内葡萄酒产品消费动力不足问题的关键方法。该研究利用动机唤醒理论与双因素理论,搭建地理标志与葡萄酒消费动机之间的桥梁,研究地理标志对葡萄酒消费者消费动机的唤醒与激励机制。结果表明,地理标志从自然因素与人文因素两个维度的差异影响葡萄酒消费;地理标志通过影响葡萄酒的“有效刺激物”,从视觉、嗅觉、味觉、精神等方面刺激消费者的唤醒状态,引导消费者产生消费动机;在双因素理论视角下,地理标志通过影响葡萄酒的保健因素与激励因素,减小制约消费者的约束力或增大消费者的内在驱动力来激励消费者的可持续消费行为。基于研究结论,提出了促进国内葡萄酒消费发展的建议。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 geographical indications and wine consumption motivation,the arousal and motivation mechanism of geographical indications on wine consumers'consumption 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.

关 键 词：地理标志 消费动机 双因素理论 动机唤醒 激励机制 

分 类 号：TS262.6[轻工技术与工程—发酵工程]