Purchasing Wine Online: The Effects of Social Influence, Perceived Usefulness, Perceived Ease of Use, and Wine Involvement

Abstract

This study investigates factors known to affect online wine consumer purchasing behavior issues. Specifically, the study examines the effects that social influence, perceived usefulness, perceived use, and involvement levels have upon purchasing wine online. Using structural equation modeling, a total of 425 responses were analyzed. Results suggest a significant relationship exists between factors that were influenced by social groups (subjective norms, image, and visibility), and perceived usefulness of online wine sites. The study also confirms the moderating effect that involvement has on the relationship between social influence and perceived usefulness. The opportunity for consumers to use online sales channels for purchasing wine is at the beginning of its life cycle. Results from this study provide implications for future theory and practices for developing future online wine business models designed to increase online wine sales.