Summary of findings for each hypothesis
| Hypothesis | Finding |
|---|---|
| Expectations will influence purchase and loyalty behaviours, with increased behaviours where expectations are met or exceeded | Supported. Expectations and perceived experience quality most influential over purchase and loyalty behaviours |
| Positive emotion will influence the self-rated quality of wine and experience, leading to increased purchase and loyalty behaviours | Not directly supported. Emotion had stronger influence over loyalty behaviours |
| A positive mood will be associated with higher purchase and loyalty behaviours | Supported. Mood influenced purchase behaviour |
| Personality will influence self-rated experience and wine quality measures, indirectly influencing purchase and loyalty behaviours | Partial support for purchase and loyalty behaviours |
| Purchase habits will influence wine club membership | Supported and the most influential variable on purchase behaviour |
| Hypothesis | Finding |
|---|---|
| Expectations will influence purchase and loyalty behaviours, with increased behaviours where expectations are met or exceeded | Supported. Expectations and perceived experience quality most influential over purchase and loyalty behaviours |
| Positive emotion will influence the self-rated quality of wine and experience, leading to increased purchase and loyalty behaviours | Not directly supported. Emotion had stronger influence over loyalty behaviours |
| A positive mood will be associated with higher purchase and loyalty behaviours | Supported. Mood influenced purchase behaviour |
| Personality will influence self-rated experience and wine quality measures, indirectly influencing purchase and loyalty behaviours | Partial support for purchase and loyalty behaviours |
| Purchase habits will influence wine club membership | Supported and the most influential variable on purchase behaviour |