Sohn Stefanie, Seegebarth Barbara, Kissling Martin, Sippel Tabea
Institute of Marketing, Technische Universität Braunschweig, 38106 Braunschweig, Germany.
Department of Sociology, Environmental and Business Economics, University of Southern Denmark, 6700 Esbjerg, Denmark.
Foods. 2020 May 16;9(5):643. doi: 10.3390/foods9050643.
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.
本研究调查了在线商店氛围（即社交线索）如何影响消费者购买有机葡萄酒的意愿。一项针对德国消费者进行的包含定量调查的组间实验表明，葡萄酒卖家在线平台上单纯存在社交线索（即聊天框）会对从该在线商店购买有机葡萄酒的意愿产生积极影响，因为社交线索会引发社交临场感，进而转化为对在线商店的信任和品牌信任。后者促进了购买意愿。内部因素（即对有机葡萄酒购买的熟悉程度）和情境因素（即购物的目标导向性）并不会调节社交线索的影响。
