Can VR affect Wine Consumer Behaviour? Evidence from a Wine Tasting Experiment

Wine consumption is not only a physical experience that involves appearance, aroma, and taste but also a cognitive and affective experience. Online marketing communication channels have created new consumer experiences, which affect consumers’ preferences and purchase intentions. However, little is known about the effect of these channels on wine consumption experience. The study on how consumption experience affects consumers’ perceptions of wine also remains scarce. The purpose of this study is therefore to explore the impact of communication channels on consumers’ perceptions and wine purchase intention. Using data collected from a wine tasting experiment, this study compared the impact of different communication channels, i.e., virtual reality (VR) video, traditional video, and website featuring wine product information. The results of this study suggest that consumers have a higher intention to purchase the wine when a VR video is used to introduce the wine than other two channels. However, VR video does not evoke more affective responses during the wine tasting experience, nor does VR video have better performance in inducing consumers’ willing to pay for wine. The findings of the study enrich the understanding of consumers’ perception of communication channels with wine and the effect of the affective experiences generated by different marketing tools on their intention to purchase wine.