行銷硏究 : Marketing research

Service quality is increasingly recognized as an important aspect of electronic commerce (e-commerce).Because the online comparison of the technical features of products is essentially costless, feasible and easier than comparisons of
products through traditional channels, service quality is the key determinant for successful e-commerce.The purpose of this study is to explore consumers’ perceptions of Internet retail service quality.A number of dimensions have been described in the literatures, however six dimensions that are important to consumers in their assessment of the quality of Internet retailers were identified.These are reliability (how well an online retailer does in terms of meeting expectations regarding order fulfilment), access (Internet retailer’s ability to provide communication access and a variety of products from anywhere in the world), security (relating to perceptions of trust in the online retailer’s integrity regarding financial and privacy issues), efficiency (refers to the speed of search and downloading and prompt reply to enquiries), ease of use (how easy the Internet retailer’s website is for consumers to conduct, search and navigate) and information (quantity and credibility of information provider by the online retailer).Other objective is to highlight how online retailers can use the information from this study to enhance their service quality.Findings from the study could be used as the basis for the development of e-service quality for Internet retailing.

Consumer perceptions of internet retail service quality

Label design of wines sold online: Effects of perceived authenticity on purchase intentions

Purpose – This study aims to investigate how strongly Generation Y consumers differ in their values, attitudes and wine and alcoholic beverage consumption behaviour from older generations. The comparison spans seven culturally different markets. Design/methodology/approach – Large representative samples totalling 11,622 wine consumers responded to a standardised survey. A factorial analysis of variance was used to determine the main and interaction effects of markets and generations. Findings – Although significant differences were found between generations, their explained variance is very low. There were significant trans-cultural similarities in generational differences for values and wine consumption behaviour: Gen-Y is more oriented towards hedonic success and status and less towards social values; Gen-Y is more likely to consume white and rose´ than red wine and is most promiscuous in its alcoholic beverage consumption. A number of noticeable differences appeared between countries: wine involvement and consumption increases with age in traditional European wine markets, while they decrease in North America; environmental concerns and purchase channel usage hardly differ between generations but vary strongly between markets. Originality/value – This is the first study to quantify the effect size of generational differences using large representative samples across countries with different cultural backgrounds, including traditional and established wine consumption nations.

How Strong and Generalisable is the Generation Y Effect? A Cross-Cultural Study for Wine

This paper presented a survey of models for possible aspects of Internet marketing and online advertising. The aim of the survey was to improve the business of enterprises engaged in the wine production and wine marketing with special emphasis on the improvement of the sales process. By using the most recent literature and the data obtained, the survey deal with the Internet advertising, the advantages and disadvantages of the Internet as an advertising medium, the use of online advertising in the world and forms of internet advertising. Afterwards, the factors that influence the procurement of wine, as well as influential factors for making decisions on the purchase of certain wine varieties were examined. Decision-making process of consumers when buying wine was investigated as well. The paper consists of theoretical and empirical parts. The first part discusses the general overview of winemaking in the world. In the empirical part, the attitudes of consumers and managers of several wineries were examined, which are related to the application of internet marketing in the wine industry with key findings and new opportunities in the promotion of wine.

A survey of internet marketing by small and medium-sized enterprises for placing wine on the market

The purpose of this exploratory study was to understand the extent that consumers report purchasing wine on mobile devices and to empirically examine potential drivers of m-wine purchasing across six countries to guide theoretical research enquiry moving forward. Purposive sampling was employed. An online survey involving 2853 respondents from France, Germany, Greece, Canada, US and South Africa forms the basis for the current study. The results of the study indicate that though mobile phone usage, wine consumption and purchasing rates are high, mobile-wine purchasing prevalence is low within all six countries. While technology hype has us believe an online presence is essential for business revenue growth and performance; the current study indicates wineries should carefully consider consumer readiness towards mobile-wine purchasing. Limitations and recommendations for future research are identified.

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Niki Kavoura

Papers

Don’t believe the hype : a grounded exploratory six country wine purchasing study