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Article

Social Cues and the Online Purchase Intentions of Organic Wine

1
Institute of Marketing, Technische Universität Braunschweig, 38106 Braunschweig, Germany
2
Department of Sociology, Environmental and Business Economics, University of Southern Denmark, 6700 Esbjerg, Denmark
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Author to whom correspondence should be addressed.
Foods 2020, 9(5), 643; https://doi.org/10.3390/foods9050643
Received: 31 March 2020 / Revised: 25 April 2020 / Accepted: 11 May 2020 / Published: 16 May 2020
(This article belongs to the Section Sensory and Consumer Sciences)
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. View Full-Text
Keywords: sustainability; organic wine; store atmospherics; social cues; online retailing sustainability; organic wine; store atmospherics; social cues; online retailing
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MDPI and ACS Style

Sohn, S.; Seegebarth, B.; Kissling, M.; Sippel, T. Social Cues and the Online Purchase Intentions of Organic Wine. Foods 2020, 9, 643. https://doi.org/10.3390/foods9050643

AMA Style

Sohn S, Seegebarth B, Kissling M, Sippel T. Social Cues and the Online Purchase Intentions of Organic Wine. Foods. 2020; 9(5):643. https://doi.org/10.3390/foods9050643

Chicago/Turabian Style

Sohn, Stefanie, Barbara Seegebarth, Martin Kissling, and Tabea Sippel. 2020. "Social Cues and the Online Purchase Intentions of Organic Wine" Foods 9, no. 5: 643. https://doi.org/10.3390/foods9050643

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