Qualitative study explores how AI and technology influence wine preferences in younger Chinese demographics, suggesting new marketing strategies.
Key Points
This research investigates the factors driving Pinot Noir consumption among younger Chinese wine consumers, focusing on the role of digital technologies.
Qualitative research design based on in-depth interviews with 30 Chinese Millennial and Generation Z consumers.
Hermeneutic approach employed for data analysis to reveal motivations and meanings.
Crisp-set qualitative comparative analysis (csQCA) used to identify conditions influencing Pinot Noir preferences.
AI-driven digital platforms enhance access to wine knowledge, transforming Pinot Noir into an accessible lifestyle choice.
Algorithmic discovery mechanisms help guide consumer preferences beyond traditional social networks.
The findings highlight the importance of tailored marketing strategies that appeal to younger consumers through technology.