POSITIVE INFLUENCE OF M-COMMERCE ON THE GROUP PURCHASE OF WINE FOR Y-GENERATION
| Affiliation auteurs | Affiliation ok |
| Titre | POSITIVE INFLUENCE OF M-COMMERCE ON THE GROUP PURCHASE OF WINE FOR Y-GENERATION |
| Type de publication | Conference Paper |
| Year of Publication | 2015 |
| Auteurs | Pelet J-E, Lecat B |
| Editor | Kubacki K |
| Conference Name | IDEAS IN MARKETING: FINDING THE NEW AND POLISHING THE OLD |
| Publisher | SPRINGER-VERLAG BERLIN |
| Conference Location | HEIDELBERGER PLATZ 3, D-14197 BERLIN, GERMANY |
| ISBN Number | 978-3-319-10950-3 |
| Résumé | The ability to identify and evaluate the opportunities to reach distinctive customer segments is a fundamental challenge faced by the wine industry operating in a global environment. Differences about access to information and shopping habits on the Internet seem to exist according to the cohorts users belong to. Following a confirmatory study of 190 respondents, this paper describes the consumer behavior of the Y generation regarding several variables: level of Internet sophistication and orientation, brand loyalty, risk aversion, involvement, shopping behavior and perception of authenticity. Results of a confirmatory study show that m-commerce and e-commerce applications using Social Networks Systems (SNS) platforms may in the foreseeable future, offer wine growers greater efficiency to expand their selling opportunities and reach a wider |