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The Impact of Online and Offline Wine Purchase Channels on Consumer Perceptions of Wine Attributes and Repurchase Intention

The Impact of Online and Offline Wine Purchase Channels on Consumer Perceptions of Wine Attributes and Repurchase Intention

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2015, v.13 no.10, pp.57-63
https://doi.org/https://doi.org/10.15722/jds.13.10.201510.57
Kang, Sora (Division of Business Administration, Hoseo University)
Bonn, Mark A. (Dedman School of Hospitality)
Cho, Meehee (Dedman School of Hospitality, Florida State University)
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Abstract

Purpose - This study investigates the effects consumer perceptions of wine attributes have on repurchase intention. It examineshow wine purchase channels (online or offline) influence perceptions about wine attributes and repurchase intention. Research design, data, and methodology - A total of 390 responses from Florida residents over 21 were collected using online surveys. Responses were analyzed using exploratory factor analysis to identify the underlying wine attribute factors. Multiple regression and multi-group analysis were employed to test the hypotheses. Results - Results revealed that consumer perceptions of wine attributes (sensory, origin, reputation, and price point) significantly influence their repurchase intention. Additionally, the effects of wine attributes on repurchase intentions were found to be significantly different based on the channel used. Findings indicated that wine attributes pertaining to reputation and price point strongly influenced repurchase behavior of online consumers, while offline wine consumers were influenced more by sensory and origin attributes. Conclusions - Study findings provide useful information for wine industry sales channels for developing new marketing strategies to effectively attract wine consumers to repurchase wine.

keywords
Wine Attributes, Consumer Repurchase Intention, Purchase Channels, Online And Offline Channels, Consumer Behavior

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