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1 – 10 of over 5000Xiaoxiao Qi, Wen Chang, Anyu Liu, Jie Sun and Mengyu Fan
Wine producers and marketing professionals increasingly recognize the significance of online wine reviews. Emotions have long been acknowledged as influential in online review…
Abstract
Purpose
Wine producers and marketing professionals increasingly recognize the significance of online wine reviews. Emotions have long been acknowledged as influential in online review behaviors. However, considering the multisensory nature of the wine experience, consumers’ wine expertise also plays a substantial role. Hence, this study aims to examine the online review behaviors exhibited by wine consumers through the dual lens of wine expertise and emotionality.
Design/methodology/approach
Two studies were conducted to address the research question. Study 1 explored the relationship among expertise, emotionality and review behaviors using a panel data model, with a data set consisting of 4,600,922 reviews from Vivino.com. Study 2 used a multigroup structural equation modeling (SEM) analysis using data obtained from an online survey. Study 2 aimed to investigate the interactive impact of emotionality and expertise on online review intention mediated by customer engagement.
Findings
The findings from Study 1 demonstrated a positive correlation between emotionality and online wine reviews. In addition, expertise displayed a bell-shaped relationship with both emotionality and online wine reviews. Study 2, in turn, uncovered that novices and experts experienced a direct influence of emotionality on their review intentions. In contrast, for those classified as ordinary, the influence of emotionality on review intention occurred indirectly through the mediation of customer engagement.
Originality/value
This paper extends the current literature on online wine review by integrating the effect of emotion and expertise on online wine review behaviors, expanding the examination of Dunning–Kruger effect in the wine literature. It also adds value by introducing emotionality and the Evaluative Lexicon into the hospitality literature, extending the measurement of emotion from valence and extremity to a third dimension, emotionality, in hospitality and wine domains.
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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.
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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 to the…
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.
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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 for wine…
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.
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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 wine, as…
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.
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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 knowledge…
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.
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Faizul Huq, Vernon Jones and Douglas Alfred Hensler
This study statistically examines the shifting distribution channels in the American wine industry based on the growth trajectory of sales, seasonality and disruption due to…
Abstract
Purpose
This study statistically examines the shifting distribution channels in the American wine industry based on the growth trajectory of sales, seasonality and disruption due to consumers switching to online platforms. The purpose of this paper is to design a model that will have general applicability beyond the wine industry.
Design/methodology/approach
The research uses regression-based additive decomposition of time series data to predict the trajectory of the market share for the digital distribution channel. The study develops a statistical prediction model using time series data between 2007 and 2020, inclusive, sourced from US Annual Wine Reports and Bureau of Alcohol, Tobacco and Firearms databases.
Findings
The results show an increasing trajectory of wine sales through the online distribution channel with predictable seasonality. The disruptive effects of consumer switching behavior point to a steady increase in sales due both to increasing demand and accelerating switching. Nevertheless, the model shows that bricks and mortar purchases will remain strong and continue to account for the bulk of wine sales. COVID-19 has caused a step function increase in online sales but this should moderate after the crisis subsides and can be tested further.
Originality/value
This study is original in developing a model for an industry where bricks and mortar sales are growing and are expected to remain strong while there is still identifiable switching to online sales. The wine industry presents a classic case of accelerating switching behavior where there is still a strong franchise for in-store purchases. The model should have general applicability to distribution channels beyond the wine industry where steady growth, marked seasonality and disruptive consumer switching are in evidence.
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Paul Strickland and Kim M. Williams
This exploratory study aims to examine how wine stakeholders' are adopting innovative advancements in smart industry 4.0 application technology (SI4.0AT) coupled with electronic…
Abstract
Purpose
This exploratory study aims to examine how wine stakeholders' are adopting innovative advancements in smart industry 4.0 application technology (SI4.0AT) coupled with electronic word-of-mouth (e-WOM) techniques to increase winery visitation and wine sales, prior to and during a global pandemic in the Yarra Valley in Victoria, Australia.
Design/methodology/approach
A qualitative interpretivist geographical bounded case study approach was used to collect data from fifteen Victorian wine stakeholder's prior to and during the global pandemic COVID-19. A thematic analysis was applied to interpret participant responses and how they viewed, reacted to and harnessed S14.0AT and e-WOM to continue and increase wine sales.
Findings
The findings suggest few wine stakeholders' were actively implementing SI4.0AT prior to the global pandemic, COVID -19. With the forced closure of wineries to visitors across Australia, most small to medium-sized wineries immediately changed their business models to concentrate on domestic e-commerce wine sales and home delivery. To support these new business models, e-WOM techniques were quickly adopted or increased whereas other S14.0AT technologies were not, due to financial restraints.
Research limitations/implications
The number of participants used in this study is a limitation, however, this can be overcome by replicating this study in other wine regions. This research focused on the wine stakeholders' viewpoint only and may not be easily generalised. Future studies may examine the “what” aspect of SI4.0AT is being used and e-WOM content such as investigating what consumers are saying about these wineries, the method of communication and the motivations for consumers to engage with a winery.
Practical implications
The implications for the wine industry and overall results offer insight into the wine stakeholders' perceptions of SI4.0AT and e-WOM and consequent marketing strategy of wineries in the Yarra Valley, Victoria, both pre- and during forced face-to-face winery closures due to a global pandemic. Wineries need to continue to harness and leverage the benefits of e-WOM wine marketing in their marketing strategies and continue to explore the affordability of 4.0 app technology and Tourism 4.0 options.
Originality/value
This study is the first attempt at investigating how wine stakeholders' view; react to and harness SI4.0AT and e-WOM through formalised online marketing strategies which should continue to be investigated in the future.
Gergely Szolnoki, Moritz Nikolaus Lueke, Maximilian Tafel, Marvin Blass, Niklas Ridoff and Calle Nilsson
The pioneers of online wine tastings have set a new standard and introduced an innovative tool that combines various goals: contacting existing and recruiting new customers…
Abstract
Purpose
The pioneers of online wine tastings have set a new standard and introduced an innovative tool that combines various goals: contacting existing and recruiting new customers, entertaining participants and boosting sales. Within the framework of the study, the authors addressed questions such as the reasons for offering online wine tasting, profitability and the basic characteristics and future perspectives of this new interactive online tool.
Design/methodology/approach
A mixed-methods research was conducted using a sequential exploratory design to analyse online wine tastings during Covid-19 pandemic. First, 40 in-depth interviews in Germany were conducted and, based on these results, a global online survey was undertaken with 1,423 wineries from more than 40 countries.
Findings
The survey results clearly show the effect of Covid-19 on the growing tendency to employ online wine tastings. This tool is about more than just providing entertainment for wine lovers in that it also has a tangible business aspect.
Practical implications
Based on these results, the authors assume that online wine tastings will continue to be offered after the Covid-19 crisis.
Originality/value
This paper offers a situation analysis of the first 10 months of the Covid-19 pandemic in the field of online wine tastings worldwide. The authors conducted a quantitative online survey that built on a qualitative pre-study. Given the fact that no academic paper has been published on the topic, this paper provides first insights on a global scale.
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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.
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