Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

Explorer comment les coopératives de consommateurs pourraient intégrer stratégiquement les médias sociaux pour distribuer du vin

Jean‐éric Pelet (), Basma Taieb (), Benoît Lecat, Nic Terblanche and Rami Alkhudary ()
Additional contact information
Jean‐éric Pelet: Université Paris-Panthéon-Assas
Basma Taieb: EMLV - École de management Léonard de Vinci
Benoît Lecat: CAL POLY - California Polytechnic State University [San Luis Obispo]
Nic Terblanche: Stellenbosch University
Rami Alkhudary: Université Paris-Panthéon-Assas

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Abstract: This research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi‐actor constructed networks using social media (SM) platforms. It introduces the concepts of "social media consumer wine cooperator" as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we adopted a quantitative research inquiry with data gathered using an online survey involving a sample of 486 French consumers. We empirically tested the relationships among four factors: attitude toward buying wine based on SM recommendations, perceived risks, intention to buy wine on SM, and consumer intention to become an SM wine cooperator. Findings indicate that the intention to be an SM wine cooperator is positively correlated with attitude toward buying wine based on SM recommendations and the intention to purchase wine on SM. To finish with, we link the concept of the consumer wine co‐op to the current debate in the literature on centralized versus decentralized (built on top of blockchain networks) social media platforms, opening the door for future research avenues.

Keywords: consumer cooperative; wine cooperator; distribution; social media; perceived risk; intention to buy wine online; small producers; Blockchain (search for similar items in EconPapers)
Date: 2023-09-21
Note: View the original document on HAL open archive server: https://hal.science/hal-04216164v1
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Published in Journal of Consumer Behaviour, 2023, ⟨10.1002/cb.2255⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04216164

DOI: 10.1002/cb.2255

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