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Don’t believe the hype: a grounded exploratory six country wine purchasing study

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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.
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Keywords: Wine; consumer behaviour; cross-cultural; e-commerce; m-wine purchasing; mobile commerce

Document Type: Research Article

Affiliations: 1: ESCE International Business School, Paris, France 2: Wine and Viticulture Department, California Polytechnic State University, San Luis Obispo, CA, USA 3: Department of Marketing, University of Surrey, Guildford, UK 4: Social Marketing @ Griffith, Griffith University, Nathan, Australia 5: KTH Royal Institute of Technology, Stockholm, Sweden 6: Department of Marketing, University of KwaZulu-Natal, Pietermaritzburg, South Africa 7: DLR Rheinpfalz, Breitenweg, Germany 8: Technological Educational Institute (T.E.I.) of Athens, Athens, Greece

Publication date: April 3, 2017

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