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Identifying Wine Innovators A Test of the Domain Specific Innovativeness Scale Using Known Groups

Identifying Wine Innovators A Test of the Domain Specific Innovativeness Scale Using Known Groups The purpose of the study was to evaluate the Domain Specific Innovativeness scale DSI for knowngroups validity. Data came from two groups of student volunteers 48 students registered for a specialty class in wine in the Hospitality Administration department of a US public university and 28 students from two marketing classes at the same institution, In addition to the DSI, the questionnaire contained multiitem scales to measure wine involvement, opinion leadership for wine, subjective and real knowledge of wine, and winerelated behaviour. The analysis verified that the DSI was highly correlated with the other wine measures, the two groups were quite different on all the measured wine variables, and that the DSI played a significant role in discriminating between the members of the two groups. These findings strongly support the validity of the DSI and promote its use in studies of wine innovators. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Identifying Wine Innovators A Test of the Domain Specific Innovativeness Scale Using Known Groups

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References (16)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008708
Publisher site
See Article on Publisher Site

Abstract

The purpose of the study was to evaluate the Domain Specific Innovativeness scale DSI for knowngroups validity. Data came from two groups of student volunteers 48 students registered for a specialty class in wine in the Hospitality Administration department of a US public university and 28 students from two marketing classes at the same institution, In addition to the DSI, the questionnaire contained multiitem scales to measure wine involvement, opinion leadership for wine, subjective and real knowledge of wine, and winerelated behaviour. The analysis verified that the DSI was highly correlated with the other wine measures, the two groups were quite different on all the measured wine variables, and that the DSI played a significant role in discriminating between the members of the two groups. These findings strongly support the validity of the DSI and promote its use in studies of wine innovators.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Feb 1, 2000

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