Wine attributes,perceived risk and online wine repurchase intention: The cross-level interaction effects of website quality |
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| Affiliation: | 1. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4100, Tallahassee, FL 32306-2541, United States;2. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4110, Tallahassee, FL 32306-2541, United States;3. Department of Business Administration, Hoseo University, 78 Gackwonsa Way, Dongnam-gu, Cheonan-si, Chungnam 330-713, South Korea;1. Management and Economics Department, Beira Interior University, Estrada do Sineiro, Pólo IV, 6200-209 Covilhã, Portugal;2. CEFAGE Research Center, Évora University, Portugal;1. School of Marketing, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Australia;2. School of Agriculture, Food and Wine, The University of Adelaide, Australia;1. Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, USA;2. Department of Nutrition, Dietetics, and Hospitality Management, Auburn University, USA;3. The Boeing Company, USA |
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| Abstract: | It is vital for the successful web-based wine business to reduce perceived risk associated with online wine purchasing because it negatively affects repurchase intention. Randomly obtained data from 457 U.S. consumers identified as having purchased wine online was analyzed using hierarchical linear modeling (HLM) to determine the relationships between key wine attributes, perceived risk and online wine repurchase intention. Results confirmed that sensory and origin-related attributes positively influence perceived risk. The cross-level interaction role that wine website quality plays upon the relationship between wine attributes and perceived risk was also examined. Results revealed that information quality and service quality moderate the impact of the origin attribute, which in turn reduces perceived risk with online wine shopping. These findings offer useful implications for online wine website managers to develop more effective website frameworks. |
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| Keywords: | Wine attributes Website quality Perceived risk Online wine repurchase intention Hierarchical linear modeling Multilevel analysis |
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