2024: Just Accepted
Original Research Article

Enriching Wine Exposure in E-commerce Through a Hedonistic and Utilitarian Cue

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  • Andrzej Szymkowiak,
  • Urszula Garczarek,
  • Armand Faganel
Urszula Garczarek
UEP
Armand Faganel
University of Primorska

Published 2024-05-02

Keywords

  • Wine marketing,
  • online experience,
  • Wine labelling

How to Cite

Szymkowiak, A., Garczarek, U., & Faganel, A. (2024). Enriching Wine Exposure in E-commerce Through a Hedonistic and Utilitarian Cue. Wine Economics and Policy. Retrieved from https://oaj.fupress.net/index.php/wep/article/view/15067

Copyright (c) 2024 Associate Professor , Urszula Garczarek, Professor

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

In light of the projected growth in the global wine market, the ongoing impact of the COVID-19 pandemic, and the increasing prevalence of e-commerce, there arises a pressing need to devise unique and engaging ways to present product offerings. While prior research has shed light on the potential of online sales platforms for wineries and the role of wine bottle labels in influencing consumer purchasing behavior, scant attention has been given to the presentation of wine products in the realm of e-commerce. Therefore, the primary objective of this study is to examine the impact of including visual cues, specifically symbols, in online product displays on individuals' perceptions of the product and their likelihood to make a purchase. Specifically, we aim to investigate how the placement of elements related to wine consumption, such as a glass, and the representation of the product's raw materials, such as a bunch of grapes, affect consumer purchasing choices. The results from a simulated online wine store demonstrate the substantial influence of including a glass symbol on consumers' selections. Furthermore, a series of eye-tracking laboratory experiments, involving a total of 140 participants, provides deeper insights into the underlying mechanisms. These findings reveal that augmenting a wine product with a hedonic symbol, such as a glass, significantly enhances consumers' perception of the product. Additionally, it exerts an influence on their product attitude and taste assessment, both of which are integral components of product perception. This study has the potential to offer valuable insights for wine marketers, e-commerce retailers, and researchers specializing in the field of consumer behavior and marketing. Beyond the wine industry, the implications of this research extend to other sectors that rely on e-commerce platforms for sales.

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