Analysis of the Satisfaction of Chinese Young Consumers to Baijiu
Main Article Content
Abstract
This study aimed to analyze the key factors influencing the satisfaction of young Chinese consumers with Baijiu (a traditional Chinese liquor) and subsequently to propose targeted marketing strategies. By integrating the Howard-Sheth model and China Customer Satisfaction Index (CCSI), a comprehensive framework was constructed to evaluate the perceptions of young consumers. Through a survey of 1,052 young consumers, data were collected and analyzed using Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA). The results revealed that product quality and perceived quality are the most significant factors, while brand image has limited influence. A positive attitude toward the product directly impacts satisfaction. The study highlights the importance of prioritizing product quality and consumer-centric marketing strategies to cater to young consumers. Furthermore, this study incorporated Necessary Condition Analysis (NCA) to further explore the critical factors influencing young consumers’ attitudes towards purchasing Baijiu. The NCA results highlighted that a clear purchase attitude is a necessary condition, while perceived quality is one of the necessary conditions for forming such an attitude.
Article Details
References
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological bulletin, 82(2), 261. http://dx.doi.org/10.1037/h0076477
Allison, D. B., Faith, M. S., Heo, M., & Kotler, D. P. (1997). Hypothesis concerning the U-shaped relation between body mass index and mortality. American journal of epidemiology, 146(4), 339-349. DOI:10.1093/oxfordjournals.aje.a009275
Arghashi, V., Bozbay, Z., & Karami, A. (2021). An integrated model of social media brand love: Mediators of brand attitude and consumer satisfaction. Journal of Relationship Marketing, 20(4), 319-348. DOI: 10.1080/15332667.2021.1933870
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238–246. https://doi.org/10.1037/0033-2909.107.2.238
Bitsch, L., Li, S., & Hanf, J. H. (2021). Vertical coordination in the Chinese grape market. Journal of Agribusiness in Develo** and Emerging Economies, 11(4), 396-410.
https://doi.org/10.1108/JADEE-07-2020-0145
Ciavolino, E., & Dahlgaard, J. J. (2007). ECSI–customer satisfaction modelling and analysis: a case study. Total Quality Management, 18(5), 545-554. https://doi.org/10.1080/14783360701240337
Cudeck, R., Jöreskog, K. G., Sörbom, D., & Du Toit, S. (2001). Structural equation modeling: Present and future: A Festschrift in honor of Karl Jöreskog. Scientific Software International. ISBN-13：9781584882034
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593. DOI:10.13106/jafeb.2021.vol8.no3.0585
Distilled Spirits Council of the United States. (2019). Distilled spirits council reports ninth straight year of record spirits sales, Market Share Gains. https://www.distilled spirits.org/news
Dorn, N. (2023). Alcohol, Youth and the State: drinking practices, controls and health education. Taylor & Francis. ISBN：9781032028472
Dul, J. (2016). Identifying single necessary conditions with NCA and fsQCA. Journal of Business Research, 69(4), 1516-1523. https://doi.org/10.1016/j.jbusres.2015.10.134
Ertz, M., Jo, M. S., Kong, Y., & Sarigöllü, E. (2022). Predicting m-shopping in the two largest m-commerce markets: The United States and China. International Journal of Market Research, 64(2), 249-268. DOI: 10.1177/14707853211023036
Fakfare, P., Rittichainuwat, B., Manosuthi, N., & Wattanacharoensil, W. (2024). Customer service experience for a smart automated coffee vending machine. International Journal of Retail & Distribution Management, 52(7/8), 786-800. https://doi.org/10.1108/IJRDM-02-2024-0063
Fehrenbach, D., & Herrando, C. (2021). The effect of customer-perceived value when paying for a product with personal data: A real-life experimental study. Journal of business research, 137, 222-232. DOI: 10.1016/j.jbusres.2021.08.029
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
Guo, L., Huang, F., Liu, M., Zhang, Y., Zhang, J., Zhang, B., & Wang, H. (2023). Generational differences in food consumption among Chinese adults of different ages. Nutrients, 15(20), 4451. https://doi.org/10.3390/nu15204451
Hair Jr, J. F. (2006). Successful strategies for teaching multivariate statistics. In Proceedings of the 7th International Conference on Teaching Statistics (ICOTS) (pp. 1-5).
https://www.stat.auckland.ac.nz/~iase/publications/17/3E2_HAIR.pdf
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Howard, J. A. & Sheth, J. N. (1969). The theory of buyer behavior. British Journal of Marketing,1970,4(2): 106. https://psycnet.apa.org/record/1970-19673-000
Huang, Y., & Bunchapattanasakda, C. (2023). Influence of marketing mix strategy on brand equity enhancement of Chinese dried forest fruit brands based on customer mind model. ABAC Journal, 43(4), 318-339.
DOI: 10.59865/abacj.2023.53. https://core.ac.uk/download/pdf/587904441.pdf
Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer‐brand relationships. Journal of Product & Brand Management, 21(2), 98-108.
https://doi.org/10.1108/10610421211215517
Iglesias, O., Markovic, S., & Rialp, J. (2023). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343-354. DOI: 10.1016/j.jbusres.2018.05.043
Kang, Q., Sun, J., Wang, B., & Sun, B. (2023). Wine, Beer and Chinese Baijiu in relation to cardiovascular health: The impact of moderate drinking. Food Science and Human Wellness, 12(1), 1-13. DOI: 10.1016/j.fshw.2022.07.013
Lan, Y., & Liu, G. (2024). Consumers’rational attitudes toward online shopping improve their satisfaction through trust in online shopping platforms. Current Psychology, 43(38), 29905-29916. DOI:10.1007/s12144-024-06622-0
Lim, S., & Kwon, K. H. (2022). Effects of perceived quality on consumer attitudes and satisfaction: Focus on lip products. Journal of Cosmetic Dermatology, 21(12), 6883-6892. DOI:10.1111/jocd.15457
MacCallum, R. C., & Austin, J. T. (2000). Applications of structural equation modeling in psychological research. Annual review of psychology, 51(1), 201-226.
https://doi.org/10.1146/annurev.psych.51.1.201
Manosudhikul, P. (2024). Behavioral Intentions in Sports Tourism: Meta-Analysis and Structural Equation Modeling. ABAC Journal, 44(4). https://doi.org/10.59865/abacj.2024.55
Manosuthi, N., Lee, J. S., & Han, H. (2021). An innovative application of composite-based structural equation modeling in hospitality research with empirical example. Cornell Hospitality Quarterly, 62(1), 139-156. https://doi.org/10.1177/1938965520951751
Manosuthi, N. (2024). Enhancing Secondary City Tourism in Thailand: Exploring Revenue Generation, Sustainable Practices, and the Role of Brand Identity. ABAC Journal, 44(4). https://doi.org/10.59865/abacj.2024.42
Marcos, A. M. B. D. F., & Coelho, A. F. D. M. (2022). Service quality, customer satisfaction and customer value: holistic determinants of loyalty and word-of-mouth in services. The TQM Journal, 34(5), 957-978. DOI:10.1108/TQM-10-2020-0236
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206. DOI:10.1108/APJML-03-2021-0221
Napontun, K., Senachai, P., Julagasigorn, P., & Chuenpreecha, D. (2024). Influences of the Promotion Mix on Brand Love, Brand Loyalty, and Word-Of-Mouth: Evidence from Online Fashion Retail in Thailand. ABAC Journal, 44(4). https://doi.org/10.59865/abacj.2024.41
National Bureau of Statistics of the People’s Republic of China. (2021). Report on baijiu consumption in China, 2021. Retrieved from https://data.stats.gov.cn/easyquery.htm?cn=A01&zb=A020909&sj=202306
Norris, C. L., Swayne, L. E., Taylor Jr, S., & Taylor, D. C. (2021). Isn’t it ironic? Brand iconicity and distilled spirits: An exploratory study. Journal of Foodservice Business Research, 24(1), 19-41. https://doi.org/10.1080/15378020.2020.1814086
Oh, S., Ji, H., Kim, J., Park, E., & del Pobil, A. P. (2022). Deep learning model based on expectation-confirmation theory to predict customer satisfaction in hospitality service. Information Technology & Tourism, 24(1), 109-126. https://link.springer.com/article/10.1007/s40558-022-00222-z
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. DOI: 10.1177/002224378001700405
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12. ISBN: 0022-4359
Pedroso, R., Zanetello, L., Guimarães, L., Pettenon, M., Gonçalves, V., Scherer, J., ... & Pechansky, F. (2016). Confirmatory factor analysis (CFA) of the crack use relapse scale (CURS). Archives of Clinical Psychiatry (São Paulo), 43(3), 37-40. https://doi.org/10.1590/0101-60830000000081
Pinthong, C., Inprasertkul, T., & Phitchayamethiwat, T. (2024). Exploring Visitors’ Pro-environmental Behaviors at Urban Forest Destinations. ABAC Journal, 44(2), 24-40. https://doi.org/10.59865/abacj.2024.14
Qin, S. (2023, September). Research on Customer Satisfaction of Y Company’s Liquid Milk Products Based on CCSI Model. In Proceedings of the 10th Multidisciplinary International Social Networks Conference (pp. 171-175). DOI: 10.1145/3624875.3624903
Rasmidatta, V. (2023). Comparative analysis of factor-based and composite-based structural equation models: Factors affecting word-of-mouth of Tourists in Khung Bang Kachao. ABAC Journal, 43(4), 135-164. https://doi.org/10.59865/abacj.2023.58
Salam, K. N., Singkeruang, A. W. T. F., Husni, M. F., Baharuddin, B., & AR, D. P. (2024). Gen-Z marketing strategies: Understanding consumer preferences and building sustainable relationships. Golden Ratio of Mapping Idea and Literature Format, 4(1), 53-77. https://doi.org/10.52970/grmilf.v4i1.351
Satitsamitpong, M., Napontun, K., Senachai, P., Tovara, S., & Daengmeesee, S. (2024). Enhancing Spectator Engagement in E-sports Events. ABAC Journal, 44(2), 41-60. https://doi.org/10.59865/abacj.2024.13
Senachai, P., Julagasigorn, P., & Chumwichan, S. (2024). Examining the Influences of Satisfaction and Trust on the Behavioral Intentions of Customers Who Dined in Casual Dining Restaurants: A Mixed-Methods Approach. ABAC Journal, 44(1), 25-55. https://doi.org/10.59865/abacj.2024.8
Solin, P., Dubcova, L., & Dolezel, I. (2010). Adaptive hp-FEM with Arbitrary-Level Hanging Nodes for Maxwell’s Equations. Advances in Applied Mathematics and Mechanics Adv. Appl. Math. Mech., 2(4), 518-532. https://femhub.com/pavel/papers/2010/hcurl.pdf
Stewart, G., Kellershohn, J., & Russell, I. (Eds.). (2021). Whisky and other spirits: technology, production and marketing. Academic Press. ISBN:9780323853606
Tijjang, B., Junaidi, J., Nurfadhilah, N., & Putra, P. (2023). The role of brand love, trust, and commitment in fostering consumer satisfaction and loyalty. FWU Journal of Social Sciences, 17(1). https://doi.org/10.51709/19951272/Spring2023/8
Tseng, K. C., & Kishi, Y. (2023). Strategic utilization of terroir in Japanese sake industry.
International Journal of Wine Business Research, 35(4), 505-520. DOI: 10.1108/ijwbr-12-2022-0048
Wang, C. X., & Zhang, J. (2020). Assertive ads for want or should? It depends on consumers’ power. Journal of Consumer Psychology, 30(3), 466-485.DOI: 10.1002/jcpy.1165
Wattanawaraporn, R., & Manosudhtikul, P. (2024). Insignificant but Essential: The Critical Role of Non-Significant Variables through Necessity Logic in Sport Event Tourism Context. ABAC Journal, 44(3), 131-144 https://doi.org/10.59865/abacj.2024.35
Xu, Y., Sun, B., Fan, G., Teng, C., Xiong, K., Zhu, Y., Li, J., & Li, X. (2017). The brewing process and microbial diversity of strong flavour Chinese spirits: a review. Journal of the Institute of Brewing, 123(1), 5-12.DOI: 10.1002/jib.404
Yasunaga, N. (2024). Factors that influence Japanese Sake purchasing preferences. In Community Vitalization and Rebuilding of Small Rural Economies: A Focus on Less-Favored Areas in Japan (pp. 159-173). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-981-97-7166-0_9
Zaman, U., Zahid, H., Habibullah, M. S., & Din, B. H. (2021). Adoption of big data analytics (BDA) technologies in disaster management: a decomposed theory of planned behavior (DTPB) approach. Cogent Business & Management, 8(1), 1880253. https://doi.org/10.1080/23311975.2021.1880253
Zeithaml, V. A., Verleye, K., Hatak, I., Koller, M., & Zauner, A. (2020). Three decades of customer value research: paradigmatic roots and future research avenues. Journal of Service Research, 23(4), 409-432. DOI: 10.1177/1094670520948134
Zhang, Y., & Guo, X. (2023). “New and old”: Consumer evaluations of co-branding between new brands and Chinese time-honored brands. Journal of Retailing and Consumer Services, 73, 103293. DOI: 10.1016/j.jretconser.2023.103293
Zhang, Q., Zheng, K., Lu, H., Zhang, X., & Zhang, L. (2018). The Job-Hunting Wechat Official Account Satisfaction Model Based on CCSI Model. The International Journal of Engineering and Science,2(7),50-60. https://doi.org/10.9790/1813-0702015060
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091-1106. https://www.ijicc.net/images/Vol_15/Iss_2/15273_Zia_2021_E1_R.pdf