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Don’t believe the hype: a grounded exploratory six country wine purchasing study
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2017 (English)In: Journal of Wine Research, ISSN 0957-1264, E-ISSN 1469-9672, Vol. 28, no 2, 91-104 p.Article in journal (Refereed) Published
Abstract [en]

The purpose of this exploratory study was to understand the extent that consumers report purchasing wine on mobile devices and to empirically examine potential drivers of m-wine purchasing across six countries to guide theoretical research enquiry moving forward. Purposive sampling was employed. An online survey involving 2853 respondents from France, Germany, Greece, Canada, US and South Africa forms the basis for the current study. The results of the study indicate that though mobile phone usage, wine consumption and purchasing rates are high, mobile-wine purchasing prevalence is low within all six countries. While technology hype has us believe an online presence is essential for business revenue growth and performance; the current study indicates wineries should carefully consider consumer readiness towards mobile-wine purchasing. Limitations and recommendations for future research are identified.

Place, publisher, year, edition, pages
Routledge, 2017. Vol. 28, no 2, 91-104 p.
Keyword [en]
consumer behaviour, cross-cultural, e-commerce, m-wine purchasing, mobile commerce, Wine
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-210091DOI: 10.1080/09571264.2017.1309644Scopus ID: 2-s2.0-85017109311OAI: oai:DiVA.org:kth-210091DiVA: diva2:1118500
Note

QC 20170630

Available from: 2017-06-30 Created: 2017-06-30 Last updated: 2017-06-30Bibliographically approved

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Lee, Linda W.

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Industrial Economics and Management (Dept.)
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