Leisure, wine and the internet: exploring the factors that impact the purchase of wine online Online publication date: Thu, 04-Dec-2008
by Michael J. Sheridan, Joseph A. Cazier, Douglas B. May
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 2, No. 3, 2009
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.
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