Leisure, wine and the internet: exploring the factors that impact the purchase of wine online

Michael J. Sheridan, Joseph A. Cazier and Douglas B. May

International Journal of Electronic Marketing and Retailing, 2009, vol. 2, issue 3, 284-297

Abstract: Particular industries face greater challenges when transitioning to the digital economy than others. The wine industry is one of those industries experiencing some difficulty, as it contends with the heterogeneous state laws regulating wine shipments: in some states, the practice is allowed, while in others, it is considered a felony. Additional complexities arise when one considers the issues of taxation, age verification and the great diversity of the wine industry. Thus, the online wine consumer faces a bevy of potential problems when attempting to purchase a specific wine, particularly the first-time online wine buyer. This research examines the factors affecting the wine industry as it attempts to gain a greater presence in the online market. In an effort to further understand purchase intentions, we explored the positive and negative utility factors using the Technology Acceptance Model (TAM), extending it to include the perceptions of risk harm, risk likelihood and trust.

Keywords: technology acceptance model; TAM; trust; risk harm; risk likelihood; wine consumers; wine sales; electronic commerce; e-commerce; consumer survey; electronic marketing; e-marketing; electronic retailing; e-retailing; wine online; e-tailing. (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (2)

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