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Social Cues and the Online Purchase Intentions of Organic Wine

ORCID
0000-0001-5925-1742
Affiliation
Institute of Marketing, Technische Universität Braunschweig, 38106 Braunschweig, Germany.
Sohn, Stefanie;
ORCID
0000-0002-0648-5788
Affiliation
Institute of Marketing, Technische Universität Braunschweig, 38106 Braunschweig, Germany.
Seegebarth, Barbara;
Affiliation
Institute of Marketing, Technische Universität Braunschweig, 38106 Braunschweig, Germany.
Kissling, Martin;
ORCID
0000-0002-4132-3223
Affiliation
Institute of Marketing, Technische Universität Braunschweig, 38106 Braunschweig, Germany.
Sippel, Tabea

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.

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