The moderating role of store atmospheres in the relationship between hedonic motivation and willingness to pay a premium price for alcoholic beverage consumers in Thailand

Alcoholic beverages play an important social role for consumers in Thailand. A comprehensive review of related literature and research has indicated an increase in the market value of alcoholic beverages. However, limited research has explored the relationship between store atmosphere and alcohol consumption outside the home. Consequently, this study aims to analyze the influence of hedonic motivation on consumers' willingness to pay a premium price for alcoholic beverages, while also examining the role of store atmosphere as a moderating factor. The researchers anticipate that the findings will be valuable for those seeking to apply this knowledge in designing and developing alcoholic beverage products that cater to evolving consumer needs and behaviors. This study employs a quantitative research methodology, utilizing a survey method and collecting data through online questionnaires. The target sample size was 184 respondents. The results indicated that hedonic motivation significantly influences the willingness to pay a premium price among Thai alcoholic beverage consumers. Furthermore, the store atmosphere positively moderates the relationship between hedonic motivation and the willingness to pay a premium price. Control variables including gender, age, education level, income, and marital status did not have a significant effect on the willingness to pay premium prices. These results enhance the understanding of what influences consumers' willingness to pay premium prices for alcoholic beverages. Future studies could gain from using qualitative methods, like in-depth interviews, and applying structural equation modeling analysis to achieve more thorough and precise insights.