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Article
Publication date: 10 February 2020

Nicola Cobelli and Georgina Wilkinson

The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology…

Abstract

Purpose

The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology acceptance model (TAM), this research intends to explain the antecedents of consumers actual online purchasing of wine in South Africa and Italy.

Design/methodology/approach

Two questionnaire-based surveys were conducted, yielding a sample of 190 consumers in South Africa and 179 in Italy. Data were analyzed through several techniques including t-tests, principal component factor analyses, and binary logistic regressions.

Findings

Overall, the findings show that South African and Italian online wine consumers are more similar than the offline wine consumers. However, perceived usefulness has an impact on the use of the online channel to purchase wine in Italy but not in South Africa, whereas perceived complexity has an effect in South Africa but not in Italy.

Research limitations/implications

This study adopts a convenience sampling technique, suggesting that the used samples are not representative of the whole population. Moreover, TAM offers a simple and clear understanding of the actual use of wine e-commerce but overlooks other potential explanatory factors.

Practical implications

Targeting online wine consumers in South Africa and Italy opens up the opportunity for using cross-national highly standardized product and communication strategies. However, different approaches are required to convert offline wine consumers to online wine consumers in South Africa and Italy.

Originality/value

This is the first cross-national study investigating consumers' attitude toward online wine purchasing in South Africa and Italy. Moreover, it offers a comparison of online and offline wine consumers in the two countries. In addition, the research offers a new point of view over consumers of Italy and South Africa, two important countries in terms of wine production and consumption that can be very beneficial for wineries owners and managers.

Details

The TQM Journal, vol. 32 no. 4
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 21 March 2008

Sarah Quinton and Sally Harridge‐March

Buyer trust is needed to begin any purchasing relationship whether the exchange is to take place online or offline. In the online environment, instilling trust is critical…

Abstract

Purpose

Buyer trust is needed to begin any purchasing relationship whether the exchange is to take place online or offline. In the online environment, instilling trust is critical to the formation of a purchasing relationship owing to the perception of increased risk on the part of the would‐be consumer. The purpose of this paper is to investigate whether the elements of trust that influence potential consumers differ between on and offline wine purchasing.

Design/methodology/approach

An interactive data collection tool was employed, in the form of an internet based questionnaire that focused on what influences a consumer of wine to trust enough to purchase online for the first time. This paper reports the findings based on a permission‐based email sample of more than 1,000 current consumers who professed to buy wine.

Findings

The findings demonstrate that there is a difference in the elements of trust that consumers use to determine whether or not to purchase wine online and offline.

Practical implications

The authors suggest that the services marketing mix holds relevance for those online retailers who wish to attract consumers of wine for the first time. The paper concludes with recommendations for marketers on how to influence the initial wine purchase.

Originality/value

This paper's value lies in the comparison between on and offline trust and initial buying behaviour. It provides insight into the initiation of trust and the formation of relationships between customers and providers by identifying the elements that instil trust.

Details

International Journal of Wine Business Research, vol. 20 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 9 November 2010

Grégory Bressolles and François Durrieu

Using customers' evaluations of electronic service quality (e‐SQ), the purpose of this paper is to analyze internet buyer behavior and propose a typology of online buyers…

Abstract

Purpose

Using customers' evaluations of electronic service quality (e‐SQ), the purpose of this paper is to analyze internet buyer behavior and propose a typology of online buyers for wine web sites based on e‐SQ dimensions.

Design/methodology/approach

In all, 1,813 French internet customers filled in an online questionnaire after completing a specified task on 18 selected web sites selling wine directly to customers.

Findings

Analysis of the results confirmed the structure of the NetQual scale for wine web sites using structural equation modeling and identified three groups of customers: the “disappointed” the “reassurance seeker” and the “opportunist”.

Research limitations/implications

This study has some limitations. One of them is related to the fact that the target population is representative of the French internet buyer population and not of the customer profile for the web sites analyzed. Future research should integrate customers of the different web sites analyzed and, in order to have an intercultural comparison, non‐French wine web sites should also be included in future studies.

Practical implications

The seven dimensions of the NetQual scale are important for consumers when they evaluate wine web sites and contribute to identify three groups of internet buyers of French wine web sites. For each group, this study provides recommendations for practitioners in order to transform visitors into buyers.

Originality/value

The increasingly systematic use of the internet in consumers' decision‐making processes, combined with the growth in the number of wine web sites, has led researchers and practitioners to examine service quality issues in an online context. Existing typologies do not take into account the importance of e‐SQ dimensions. This paper's typology shows how these dimensions contribute to differentiating the groups.

Details

International Journal of Wine Business Research, vol. 22 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 14 September 2012

José Freitas Santos and José Cadima Ribeiro

This purpose of this paper is to investigate the main characteristics, buying habits, motivations, influences, and overall satisfaction of Portuguese online consumers of…

Abstract

Purpose

This purpose of this paper is to investigate the main characteristics, buying habits, motivations, influences, and overall satisfaction of Portuguese online consumers of wine, as well as to assess whether this market segment can be considered a niche.

Design/methodology/approach

A survey was conducted in a Portuguese online wine shop during the last three months of 2009. The questionnaire included questions about the consumers’ socio‐demographic characteristics, motivations, buying habits and factors influencing online buying behaviour. The questionnaires were delivered by e‐mail to regular and new customers when a transaction was processed online. Of the 82 questionnaires received, 74 were sufficiently complete to be used in the study.

Findings

The online wine market can be considered a niche in Portugal. As the authors’ empirical work shows, this segment is mainly composed of young, male, well‐educated, high‐income consumers who buy wine online from home often less than once a month. They are motivated by convenience, a wider selection of wines, availability, and price. As decision factors, they value the origin/brand of the wine, the price, the recommendation of the online shop, and their own experience. A comparative analysis with international online wine consumers found differences based on profile and consumer buying behaviour (patterns and influences).

Research limitations/implications

The non‐probabilistic sample contained only data from a Portuguese online wine store. Thus, future studies should examine other online wine stores to determine the level of generalisation of the findings to the entire community of online wine consumers.

Originality/value

To the best of the authors’ knowledge, this is the first research conducted in Portugal to identify the main characteristics, buying habits, motivations, influences, and overall satisfaction of the Portuguese online consumers of wine. The paper provides useful insights into the topic, as well as a basis for future studies.

Content available
Article
Publication date: 4 February 2019

Tommaso Pucci, Elena Casprini, Costanza Nosi and Lorenzo Zanni

The purpose of this paper is to investigate the influence that social media usage has on the online purchases of wine and to examine whether objective and subjective…

Abstract

Purpose

The purpose of this paper is to investigate the influence that social media usage has on the online purchases of wine and to examine whether objective and subjective knowledge moderates this relationship.

Design/methodology/approach

A structured questionnaire was completed by a sample of 2,597 Italian wine consumers. A multinomial logistic model was used to assess how the investigated variables influenced online purchasing behavior.

Findings

Social media usage was found to be positively related to online wine buying, and consumer’s objective and subjective knowledge moderates the relationship between social media usage and online wine purchasing.

Research limitations/implications

Wineries should acknowledge the relevance of social media in favoring online wine buying and adopt integrated multi-channel marketing strategies. Given that knowledge moderates the relationship between social media usage and online wine buying, in order to optimize the channel management, wineries should segment customers and prospects based on subjective and objective product knowledge.

Originality/value

The study represents one of the first attempts to investigate social media use and online wine purchasing behavior in Italy. In addition, it sheds light on previous research on the influence that objective and subjective knowledge has on consumer behavior.

Details

British Food Journal, vol. 121 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 22 February 2020

Marguerite Higuet and Hervé Remaud

To measure the extent to which wine buyers behave differently when purchasing wine online vs in two brick and mortar stores. The article aims to extend the use of the…

Abstract

Purpose

To measure the extent to which wine buyers behave differently when purchasing wine online vs in two brick and mortar stores. The article aims to extend the use of the Double Jeopardy principle and empirical-based methodology to the wine category in a European retailing context.

Design/methodology/approach

Customer loyalty data of two brick and mortar stores and the website orders of a Belgian retailer have been gathered for a one-year period. Data have been analysed based on three specific wine attributes: country of origin, grape variety and brand. Double Jeopardy measurements have been calculated for each of these attributes.

Findings

This study enlarges the scope of use of the Dirichlet principles. All three hypotheses derived from the Double Jeopardy patterns across all attributes are confirmed. From the perspective of these principles, we demonstrated that wine buyers do not behave differently in brick and mortar vs online stores.

Originality/value

Very few studies have analysed and understood wine buyers' behaviour using actual purchasing data from retail stores, and none have been released comparing online and brick and mortar stores owned by the same retail brand. From that perspective, our study demystifies the way people really buy, and confirms what has been found in other product categories.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 11 June 2018

Sylvaine Castellano, Insaf Khelladi, Justine Charlemagne and Jean-Paul Susini

The purpose of this paper is to understand the roles of virtual agents in a virtual co-creation context by exploring their influence on online trust. An empirical study is…

Abstract

Purpose

The purpose of this paper is to understand the roles of virtual agents in a virtual co-creation context by exploring their influence on online trust. An empirical study is conducted in the French online wine business to analyse the impacts of different dimensions of virtual agents on generating online trust.

Design/methodology/approach

Primary data were collected through a questionnaire targeting French online wine shoppers.

Findings

The results demonstrate a positive effect of the utility and hedonic functions of virtual agents on online trust. The findings also confirm the moderating role of the perceived risk.

Research limitations/implications

The authors’ convenience sample shows a bias towards a lack of familiarity with virtual agents.

Practical implications

Wine business actors need to consider their customers’ profiles in order to better adapt virtual agents’ functionality and hence improve their customers’ level of online trust while reducing their risk perception. Additionally, understanding virtual agents’ roles can help identify the underlying mechanisms that emerge in a co-creation process.

Originality/value

The study contributes to a better understanding of the human dimension of co-creation by examining the different roles of virtual agents as sources of customers’ online trust.

Details

Management Decision, vol. 56 no. 6
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 24 October 2019

Costanza Nosi, Alberto Mattiacci and Fabiola Sfodera

The purpose of this paper is to investigate how grape varieties are narrated online by non-winery-owned sources in four countries: Australia, Canada the UK and the USA…

Abstract

Purpose

The purpose of this paper is to investigate how grape varieties are narrated online by non-winery-owned sources in four countries: Australia, Canada the UK and the USA. This study focuses on Sangiovese, the most important varietal of Italy.

Design/methodology/approach

Texts collected on the Internet underwent a software-assisted semantic clustering procedure based on text-mining techniques. Identified clusters were then qualitatively analyzed by content.

Findings

The digital narrative on Sangiovese is mainly technical and conveyed by adopting a professional slant that is suitable for knowledgeable consumers but less effective for common and unexperienced wine drinkers. Online information is concentrated in few websites that act as information gatekeepers.

Research limitations/implications

The study contributes to the wine-related managerial literature on grape varieties, which are considered one of the most powerful factors in addressing consumer wine choice. Additionally, the investigation sheds light on the online wine ecosystem, by providing insights on how information is provided and the contents that are conveyed on the Internet. The findings of this study may be useful for Italian operators willing to promote Sangiovese-based wines in foreign markets.

Originality/value

Though explorative in nature, this study represents one of the first attempts to investigate the online narrative of grape varieties by presenting a marketing perspective and examining the characteristics of non-winery-owned online information which may shape wine consumers’ behavior.

Details

British Food Journal, vol. 121 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 16 March 2020

Oriol Jorge, Adria Pons, Josep Rius, Carla Vintró, Jordi Mateo and Jordi Vilaplana

Wine has been produced for thousands of years and nowadays we have seen a spread in the wine culture. E-commerce sales of wine have increased considerably and online

Abstract

Purpose

Wine has been produced for thousands of years and nowadays we have seen a spread in the wine culture. E-commerce sales of wine have increased considerably and online customer's satisfaction is influenced by quality and price. This paper presents a case study of the company “QuieroVinos, S.L.”, an online wine shop founded in 2015 that sells Spanish wines in two main marketplaces.

Design/methodology/approach

With the final target of increasing the company profits it has been designed and developed an application to track the prices of competitors for a set of products. This information will be used to set the product prices in order to offer the products both competitively and profitably in each Marketplace. This application must check, by tacking into account information such as the product cost or the minimum product margin, if it is possible to decrease the price in order to reach the top cheapest position and as a consequence, increase the sales.

Findings

The application improved in a notorious way the company's results in terms of sales and shipping costs. It must be said that without the use of the presented application, performing the price comparison process within each one of the marketplaces would have taken a long time. Moreover, as prices change very frequently, the obtained information has a very limited time value, and the competitors prices should be analyzed daily in order to take accurate decisions regarding the company's price policy.

Originality/value

Although the application has been designed for the wine sector and the two named marketplace, it could be exported to other sectors. For that, it should be implemented new modules to collect information regarding the competitor's price of the products selling on each corresponding marketplace.

Details

British Food Journal, vol. 122 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 18 June 2018

Jean-Eric Pelet, Benoît Lecat, Jashim Khan, Sharyn Rundle-Thiele, Linda W. Lee, Debbie Ellis, Marianne McGarry Wolf, Androniki Kavoura, Vicky Katsoni and Anne Lena Wegmann

This paper aims to examine the relationship between feelings toward buying wine on mobile phones and m-commerce website loyalty by examining the mediating role of sales…

Abstract

Purpose

This paper aims to examine the relationship between feelings toward buying wine on mobile phones and m-commerce website loyalty by examining the mediating role of sales promotion and the moderating role of service attributes of the m-commerce websites in influencing the mediation.

Design/methodology/approach

A total of 3,318 completed surveys were collected. Drawing on a large non-probability criterion-based purposive sample across six countries (France, Germany, Greece, South Africa, USA and Canada), mediation analysis was performed to examine the hypothesized relationships.

Findings

Results show that sales promotion mediates the relationship between feelings toward buying wine on mobile phones and m-commerce website loyalty. Moderated mediation reveals that the indirect pathways (sales promotion) through which feelings toward buying wine over mobile exert its effect on m-commerce website loyalty are dependent on the value of service (wine delivery) attributes of the website. The results demonstrate that sales promotion and service are of paramount importance to wineries and wine marketers.

Research limitations/implications

Wine producers and retailers should consider the use of sales promotion to enhance sales and loyalty to m-commerce websites.

Practical implications

Wine producers and retailers should consider use sales promotion (such as SMS or push notifications) to enhance sales and influence consumer feelings and hence their loyalty.

Originality/value

Wine m-commerce studies are limited, especially with an international perspective comparing six different countries: three from the old world (France, Germany and Greece) and three from the new world (North America with USA and Canada; and South Africa). Altogether, these six countries represent around 40 per cent of the world’s wine consumption.

Details

International Journal of Wine Business Research, vol. 30 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

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