@phdthesis{Zeng2021, author = {Zeng, Lishi}, title = {Drivers and inhibitors of consumer adoption to a new product category in emerging market: the case of wine in China}, volume = {2021}, edition = {1. Auflage}, publisher = {Hochschule Geisenheim}, address = {Geisenheim, Germany}, url = {http://nbn-resolving.de/urn:nbn:de:hebis:2083-203}, school = {Hochschule Geisenheim University}, pages = {151}, year = {2021}, abstract = {Past adoption research has focused on new ideas, services and consumer durable goods where the first purchase is sufficient to be regarded as the act of adoption. Adoption studies rarely expand its application on new consumer packaged goods (CPGs) where subsequent repeat purchases are in high demand. Every year, the CPG industry spends a large amount of budget on developing and launching new products into the market in order to generate competitiveness, hence yielding financial growth. Despite the fact that new products have been carefully designed and tested before launch, the majority of them still fail. Consumers may talk the talk in pre-market tests but walk the walk after product launch. Such a gap between stating an intention for the future and taking action in the proximal may come from a lack of understanding the dynamic nature of the adoption process. Consequently, this thesis investigates the process and antecedents of adopting new CPGs, which is also known as fast moving consumer goods (FMCGs). This thesis aims to unveil how the influence of adoption antecedents change along the process. Three research questions are raised: 1) What is the adoption process of new CPGs? 2) What are the key factors of adopting a specific product category in an emerging market? 3) How do the effect sizes of these adoption factors change along the process? The wine category in China is selected to be the research context. The exploratory sequential mixed-method approach is designed in two phases. In Study 1, twenty-six face-to-face, in depth interviews with both wine adopters and non-adopters were conducted in two Chinese cities to outline the adoption process and refine the key adoption antecedents. Then the key adoption antecedents were further discussed and subjected to a hypothetical model. In Study 2, an online survey was launched to collect data from 1,567 alcohol consumers nationwide. Structural equation modelling was applied in testing the effect sizes of the adoption antecedents and corresponding process dynamic effects. The results indicate three major discoveries. 1) The adoption of new CPGs is a long process concerning repeat purchases or consumptions after the first trial. Unlike Rogers' process model (Rogers 2003), there are not many cognitive considerations before adoption behaviour occurs. The subsequent repeat purchases after the first trial are more decisive on how far a consumer can reach along the adoption journey. After the first trial, two milestone intermediate stages were identified: increasing exposure and reinforcement. Consumers start to build up the association between products and consumption occasions at the increasing exposure stage. Later into the reinforcement stage, these associations expand to more frequent consumption occasions. This empirical finding highlights the importance of understanding post-trial repeat purchases for the CPG industry and research, not just the first purchase. 2) Adoption intention is different to adoption behaviour. Different adoption outcomes have been used interchangeably in adoption research and in pre- market tests, especially adoption intention and behaviour. This study finds that adoption intention associates weakly with adoption behaviour. These two different adoption outcomes are influenced by different antecedents. Personal traits are more influential on adoption intention; while consumption behaviour and relative advantages of the new product drive adoption behaviour. This discovery suggests that adoption variables from different time points of the process should not be used interchangeably or utilise one to predict the other one. Furthermore, adoption variables should be selected carefully according to the antecedents of interest. 3) The influence of past consumption behaviour on adoption behaviour is dynamic along the adoption process. This discovery adds one more empirical evidence that adoption antecedents exhibit different influence on adoption at different behavioural stages. It sheds light on the process dynamic effect of adoption antecedents and responses to the call of process-oriented studies by adoption researchers.}, language = {en} }