Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge

Abstract

Purpose The purpose of this paper is to investigate the influence that social media usage has on the online purchases of wine and to examine whether objective and subjective knowledge moderates this relationship. Design/methodology/approach A structured questionnaire was completed by a sample of 2,597 Italian wine consumers. A multinomial logistic model was used to assess how the investigated variables influenced online purchasing behavior. Findings Social media usage was found to be positively related to online wine buying, and consumer’s objective and subjective knowledge moderates the relationship between social media usage and online wine purchasing. Research limitations/implications Wineries should acknowledge the relevance of social media in favoring online wine buying and adopt integrated multi-channel marketing strategies. Given that knowledge moderates the relationship between social media usage and online wine buying, in order to optimize the channel management, wineries should segment customers and prospects based on subjective and objective product knowledge. Originality/value The study represents one of the first attempts to investigate social media use and online wine purchasing behavior in Italy. In addition, it sheds light on previous research on the influence that objective and subjective knowledge has on consumer behavior.

Purchase Intention and Purchase Decision Model: Multi Channel Marketing and Discount on MEDCOM.ID Online News Portal

“…Variable measurement is a measuring tool used to quantify the information provided by consumers if they are required to answer questions that have been formulated in a questionnaire (Noor, 2011). The measurement scale that researchers used in this study was the Likert scale.…”

Model Minat Beli Dan Keputusan Pembelian Iklan:pemasaran Multi Channels Dan Discount Di Portal Berita Online MEDCOM.ID.

“…Kotler, 2000), (Rollo, 2004), (Schögel, M. and Sauer, 2002), (Kelly, 2004), (Rollo, 2004) (Schögel, M. and Sauer, 2002), (Easingwood, C. and Storey, 1996)(Ph. Kotler, 2000) (Schögel, M. and Sauer, 2002), (Pucci et al, 2019).…”

“…Pemanfaatan toko online dan offline dapat mempengaruhi minat pembelian pada konsumen (Verhagen & van Dolen, 2009). Hal serupa juga di ungkapkan pada penelitian (Pucci et al, 2019) yang menyatakan penggunaan beragam media online (social media) menunjukkan peranan penting dalam proses pembelian, serta peggunaan media yang efektif akan dapat membantu peningkatan penjualan.…”

“…Pada penelitian (Pucci et al, 2019) yang menyatakan penggunaan beragam media online (sosial media) menunjukkan peranan penting dalam proses pembelian, serta peggunaan media yang efektif akan dapat membantu peningkatan penjualan. Dengan kata lain penggunaan beragam sosial media secara positif berpengaruh pada keputusan pembelian konsumen yang akhirnya terlihat pada peningkatan penjualan.…”

An Analysis of Social Media Usage in Winery Businesses

“…Despite the significant impact of SM on wine customers and winery businesses [9,10] digital marketing for wine is still complex [11]. Wineries are increasingly adopting SM [12] but at a slow pace, as most lack the knowledge to incorporate and exploit SM effectively in their marketing strategy [13][14][15][16]. A study of Italian wineries has shown that it is principally large wineries with a number of employees with SM knowledge and skills that are highly motivated for adopting SM [17].…”