Influence of Pre-Video Explanation through an Acquaintance on Perception and Purchase Intention in Japanese Sake Tasting

Open Access
Article
Conference Proceedings
Authors: Kengo MatsumuraHisashi Masuda

Abstract: In social media marketing, the impact of the relationship between the information provider and the receiver on marketing effectiveness has recently been the focus of much attention. However, in the field of tasting marketing for alcoholic beverages and other products, such differences in the relationship have not been adequately examined. This study examined how factors related to the degree of relationship to the characters in the video affect purchase intentions for the sake tasting experience, comparing the case where tasting participants know the informant in the video with the case where they do not know. The results showed a statistically significant positive relationship from cognitive perception to purchase intention for both knowing and not knowing the character in the video. Furthermore, there was a statistically significant positive relationship from sensory perceptions such as aroma to purchase intention only when the character was known. This research will contribute to the development of tasting marketing that takes into account the nature of the relationship between the information provider and the receiver.

Keywords: Tasting marketing, Influencer marketing, Product purchase intention

DOI: 10.54941/ahfe1003143

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