| Authors: | Pelet, Jean-Eric Lecat, Benoit Khan, Jashim Lee, Linda W. Vigar-Ellis, Debbie Wolf, Marianne McGarry Rundle-Thiele, Sharyn Kavoura, Androniki Katsoni, Vicky Wegmann, Anne Lena |
| Issue Date: | 1-Feb-2016 |
| Conference: | 9th Academy of Wine Business Research Conference: Wine Business Research that Matters, 17-18 February 2016, Adelaide, Australia |
| Book: | Proceedings of the 9th Academy of Wine Business Research Conference: Wine Business Research that Matters |
| Keywords: | M-commerce, Wine, Loyalty, Affective states |
| Abstract: | Purpose-This paper examines the relationship between feelings toward buying wine on mobile phones and m-commerce website loyalty by examining a) the mediating role of sales promotion and b) the moderating role of service attributes of the m-commerce websites.Design/methodology/approach-The study comprised a questionnaire among 2754 responses from six countries (France, Germany, Greece, South Africa, United States and Canada). Nonprobability criterion-based purposive sampling was used, screening for legal drinking age and ownership of a smartphone.Findings-Results show that sales promotion mediates the relationship between feelings towards buying wine on mobile phones and m-commerce website loyaltyPractical implications-Wine producers and retailers should consider the use of sales promotion to enhance sales and loyalty to m-commerce websites. |
| ISBN: | 978-0-994460-0-8 |
| URL: | https://flore.unifi.it/retrieve/e398c37a-c33a-179a-e053-3705fe0a4cff/Conference-Proceedings-Final_TOC_Final.pdf#page=262 |
| URI: | https://uniwacris.uniwa.gr/handle/3000/2937 |
| Type: | Conference Paper |
| Department: | Department of Business Administration |
| School: | School of Administrative, Economics and Social Sciences |
| Affiliation: | University of West Attica (UNIWA) |
| Appears in Collections: | Book Chapter / Κεφάλαιο Βιβλίου |
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