基于不同年龄分段的葡萄酒消费行为差异研究

Wine consumption behavior difference research based on different age groups

该研究以也买网会员为研究对象,在2016年9月至2017年2月通过问卷调查和数据分析研究不同年龄分段的也买网会员葡萄酒消费行为差异。问卷主要包括饮用时间、饮用款数、葡萄酒品鉴相关知识水平、饮用频率、饮用量等信息,共获得2085条有效样本。将样本数据按照19～69岁每10岁作为一组共分5组,分析不同年龄组的消费者行为差异。研究发现,消费者的年龄段对饮酒频率、葡萄酒品鉴知识水平、饮用款数、饮酒时长等存在显著性影响(P<0.05),不同年龄段的消费者群体其饮用频率有较大差异。一般年龄较大的消费者饮用频率更高,了解的相关知识、品尝过的酒款更多,饮用时间更长。

Using the member of yesmywine(YMW) as research object, the questionnaire survey and data analysis were conducted to study the wine consumer’s behavior of different age groups of YMW’s member during the time from September in 2016 to February in 2017. The contents of the survey including wine drinking time, numbers of different types of wine drinking, wine drinking knowledge level, wine drinking frequency and wine drinking quantity. A total of 2085 valid sample data were collected, and the sample data were divided into 5 groups according to the age range from 19 to 69 for every 10 years. As a result, different age groups have significant difference to wine drinking frequency(P<0.05), wine drinking knowledge level, numbers of different types of wine drinking and wine drinking time etc. Consumers of different age groups had great differences in drinking frequency. In a general way, older consumers drank more frequently, knew more about the relevant knowledge, tasted more different types of wine, and drank for longer time.