Consumer Behavior in the Off-Premise Wine Market: The Role of Perceived Risk and Faulty Wine Experience

This study investigates consumers' perceived risk and experiences of faulty wine on behavioral intention in the off-premise wine market. It finds that perceived risk significantly influences experiences of faulty wine, and the experiences are related to reducing behavioral intention. However, perceived risk does not directly affect behavioral intention. This result indicates that experiences act as a mediating factor between perceived risk and behavioral intention. And consumers with limited experiences automatically think this is only a matter of preference not the faults of wine. In conclusion, implementing an immediate exchange & refund system, transparent quality assurance, various tasting events, and providing education programs on wine faults are key strategies to reinforce consumer trust and loyalty.