Functional value cognition of Cornus officinalis grape wine
With the development of Chinese economy, people's pursuit of a better life is gradually moving towards health and wellness, and Cornus officinalis grape wine has come into being. Using means-endchain (MEC) theory, 20 experimenters were effectively interviewed by soft ladder method. The &quo...
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| Language: | English |
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Editorial Department of China Brewing
2024-11-01
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| Series: | Zhongguo niangzao |
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| Online Access: | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2024-43-11-263.pdf |
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| author | WANG Zijin, YANG Hecai, YUAN Jiawei, ZHANG Yonggang |
| author_facet | WANG Zijin, YANG Hecai, YUAN Jiawei, ZHANG Yonggang |
| author_sort | WANG Zijin, YANG Hecai, YUAN Jiawei, ZHANG Yonggang |
| collection | DOAJ |
| description | With the development of Chinese economy, people's pursuit of a better life is gradually moving towards health and wellness, and Cornus officinalis grape wine has come into being. Using means-endchain (MEC) theory, 20 experimenters were effectively interviewed by soft ladder method. The "attribute-result-value" cognitive system of consumers for C. officinalis was studied, and the consumption value meaning matrix and hierarchical value map were constructed. The survey results showed that product attribute cognition was composed of origin, health function, refreshment, customs and etiquette, and personal habits, product result cognition was composed of physical strengthening, health, comfort and spirit. Product value cognition was composed of health, socialization, confidence and achievement, forming a market cognitive structure of "C. officinalis grape wine- health-wellness-socialization-confidence and achievement". This provided a psychological anchor path for the development of the C. officinalis grape wine market. |
| format | Article |
| id | doaj-art-bf06eb6bf10d4e4b8c82c044f04e0594 |
| institution | DOAJ |
| issn | 0254-5071 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Editorial Department of China Brewing |
| record_format | Article |
| series | Zhongguo niangzao |
| spelling | doaj-art-bf06eb6bf10d4e4b8c82c044f04e05942025-08-20T02:55:05ZengEditorial Department of China BrewingZhongguo niangzao0254-50712024-11-01431126326710.11882/j.issn.0254-5071.2024.11.042Functional value cognition of Cornus officinalis grape wineWANG Zijin, YANG Hecai, YUAN Jiawei, ZHANG Yonggang01. School of Economics and Management, Northwest A&F University, Yangling 712100, China; ;2. School of Enology, Northwest A&F University, Yangling 712100, China; ;3. College of Bioengineering, Yangling Vocational Technical College, Yangling 712100, China; ;4. Shaanxi Danfeng Wine Co., Ltd., Shangluo 726200, ChinaWith the development of Chinese economy, people's pursuit of a better life is gradually moving towards health and wellness, and Cornus officinalis grape wine has come into being. Using means-endchain (MEC) theory, 20 experimenters were effectively interviewed by soft ladder method. The "attribute-result-value" cognitive system of consumers for C. officinalis was studied, and the consumption value meaning matrix and hierarchical value map were constructed. The survey results showed that product attribute cognition was composed of origin, health function, refreshment, customs and etiquette, and personal habits, product result cognition was composed of physical strengthening, health, comfort and spirit. Product value cognition was composed of health, socialization, confidence and achievement, forming a market cognitive structure of "C. officinalis grape wine- health-wellness-socialization-confidence and achievement". This provided a psychological anchor path for the development of the C. officinalis grape wine market.https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2024-43-11-263.pdfcornus officinalis grape wine|attribute|result|value|market development |
| spellingShingle | WANG Zijin, YANG Hecai, YUAN Jiawei, ZHANG Yonggang Functional value cognition of Cornus officinalis grape wine Zhongguo niangzao cornus officinalis grape wine|attribute|result|value|market development |
| title | Functional value cognition of Cornus officinalis grape wine |
| title_full | Functional value cognition of Cornus officinalis grape wine |
| title_fullStr | Functional value cognition of Cornus officinalis grape wine |
| title_full_unstemmed | Functional value cognition of Cornus officinalis grape wine |
| title_short | Functional value cognition of Cornus officinalis grape wine |
| title_sort | functional value cognition of cornus officinalis grape wine |
| topic | cornus officinalis grape wine|attribute|result|value|market development |
| url | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2024-43-11-263.pdf |
| work_keys_str_mv | AT wangzijinyanghecaiyuanjiaweizhangyonggang functionalvaluecognitionofcornusofficinalisgrapewine |