BUYING WINE ONLINE OR OFFLINE: SOME DETERMINANTS OF BUYER INTENT FOR FRENCH CONSUMERS

Abstract

This paper aims at determining the reasons why customers prefer to buy wine online or offline, the first comprising both mobile-commerce (m-commerce) and e-commerce platforms. In particular, this research strives to understand effects of social influence and enjoyment on the intention to purchase wine from online and offline touchpoints. Moreover, the goal is to find out about the differences in the behaviour of French wine buyers and explain the choice of channel buyers prefer to use when they purchase wine.To answer our research questions, data was collected through an online questionnaire. A theoretical model is suggested and tested by the use of SmartPLS3. Online and offline buyers are compared using multi-group analysis (MGA) technique. Wine buyers are compared by the use of one-way ANOVA through SPSS 19.To date no paper has examined the differences between shopping behaviour in a retail store or on e-commerce or m-commerce platforms considering perceived enjoyment and social influence constructs. Hence, this contribution brings to the fore preliminary results on wine shopping behaviour and reveals what drives consumers to make a decision in favour of buying wine online or offline.The results show that fun and social influence affect intention to buy wine from offline touchpoints. Enjoyment also strongly and significantly affects the intention to buy wine from online touchpoints.

Keywords

• wine marketing
• e-commerce
• m-commerce
• consumer behavior
• perceived enjoyment
• social influence