Local consumption of beer and wine in Baja California

A sample of 245 adult tourists from Baja California was collected from January to December 2024. Only adults who had consumed Baja California beer or wine or visited a Baja California brewery or winery were chosen. Only the data that was validated is shown. The variables are four categorical: age (EDAD), gender (GENE), scholarship (ESTU), and product type (PROD). The age scale was 1 for Generation Z, 2 for Generation Y, 3 for Generation X, 4 for Baby Boomers, and 5 for those 78 years and above. The scale of gender was 1 for female and 2 for male. The scale of scholarship was 2-secondary, 3-high school, 4-bachelor’s degree, 5-master’s degree, and 6-doctorate. There are two products: 1-beer, 2-wine. The constructs were sensorial experience (SENS), affective experience (AFEC), behavioral experience (COND), price (PREC), loyalty (LEAL), e-wom (EWOM), and purchase intention (INTE). The scale used for all items was a seven-point Likert-type scale, ranging from 'extremely dislike/strongly disagree' to 'agree extremely like/strongly'.

本数据集于2024年1月至12月期间，收集自下加利福尼亚州（Baja California）的245名成年游客样本。筛选对象为曾饮用该州产啤酒或葡萄酒，或到访过该州啤酒厂、酒庄的成年人，且仅展示经过验证的有效数据。本次数据集包含四类分类变量：年龄（age，EDAD）、性别（gender，GENE）、受教育程度（scholarship，ESTU）与产品类型（product type，PROD）。其中年龄变量的编码规则为：1代表Z世代（Generation Z），2代表Y世代，3代表X世代，4代表婴儿潮一代，5代表78岁及以上人群；性别变量编码为：1为女性，2为男性；受教育程度变量编码为：2代表中等教育，3代表高中学历，4代表学士学位，5代表硕士学位，6代表博士学位；产品类型包含两类：1为啤酒，2为葡萄酒。本次研究涉及的构念包括：感官体验（sensorial experience，SENS）、情感体验（affective experience，AFEC）、行为体验（behavioral experience，COND）、价格感知（price，PREC）、忠诚度（loyalty，LEAL）、电子口碑（e-wom，EWOM）与购买意向（purchase intention，INTE）。所有题项均采用7点李克特量表进行测量，锚点范围为"非常不喜欢/完全不同意"至"非常喜欢/完全同意"。