Feedback

Social Cues and the Online Purchase Intentions of Organic Wine

Sohn, Stefanie ORCID; Seegebarth, Barbara ORCID; Kissling, Martin; Sippel, Tabea ORCID

This study investigates how online store atmospherics (i.e., social cues) affect consumer purchase intentions of organic wine. A between-subject experiment with a quantitative survey conducted among German consumers reveals that the mere presence of social cues (i.e., a chat box) on a wine sellers' online platform positively affects the intention to purchase organic wine from this online store because social cues elicit perceptions of social presence that translate into trust in the online store and brand trust. The latter promotes purchase intentions. Internal (i.e., familiarity with organic wine purchases) and situational (i.e., goal-directedness of shopping) factors do not moderate the effects of social cues.

Cite

Citation style:
Sohn, S., Seegebarth, B., Kissling, M., Sippel, T., 2020. Social Cues and the Online Purchase Intentions of Organic Wine. https://doi.org/10.3390/foods9050643
Could not load citation form. Default citation form is displayed.

Access Statistic

Total:
Downloads:
Abtractviews:
Last 12 Month:
Downloads:
Abtractviews:

Rights

Use and reproduction:

Export