Enriching product exposure in e-commerce through a hedonistic and utilitarian cue

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F24%3A100315" target="_blank" >RIV/60460709:41110/24:100315 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.36253/wep-15067" target="_blank" >https://doi.org/10.36253/wep-15067</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.36253/wep-15067" target="_blank" >10.36253/wep-15067</a>

Result language

angličtina

Original language name

Enriching product exposure in e-commerce through a hedonistic and utilitarian cue

Original language description

With the projected growth in the global wine market, the ongoing impact of the COVID-19 pandemic, and the increasing prevalence of e-commerce, a pressing need arises to devise unique and engaging ways to present product offerings. While prior research has shed light on the potential of online sales platforms for wineries and the role of wine bottle labels in influencing consumer purchasing behavior, scant attention has been given to the presentation of wine products in the realm of e-commerce. Therefore, the primary objective of this study is to examine the impact of including visual cues (symbols) in online product displays on individuals’ perceptions of the product and their likelihood to make a purchase. Specifically, we aim to investigate how the placement of elements related to wine consumption, such as a ‘Glass’, and the representation of the product’s raw materials, such as a bunch of ‘Grapes’, affect consumer purchasing choices. The results from a simulated online wine store demonstrate the substantial influence of including a ‘Glass’ symbol on consumers’ selections. Furthermore, a series of eye-tracking laboratory experiments conducted in Poland, involving a total of 140 participants, provides deeper insight into underlying mechanisms. These findings reveal that augmenting a wine product with a hedonic symbol, such as a ‘Glass’, significantly enhances consumer perception of the product. Additionally, it exerts influence on their ‘Product Attitude’ and ‘Product Taste’ assessment, both of which are integral components of product perception. This study has the potential to offer valuable insights for wine marketers, e-commerce retailers and researchers specializing in the field of consumer behavior and marketing. Beyond the wine industry, the implications of this research extend to other sectors that rely on e-commerce platforms for sales.

Czech name

—

Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

WINE ECONOMICS AND POLICY

ISSN

2213-3968

e-ISSN

2213-3968

Volume of the periodical

13

Issue of the periodical within the volume

2024-01-01

Country of publishing house

IT - ITALY

Number of pages

17

Pages from-to

109-126

UT code for WoS article

001376924500008

EID of the result in the Scopus database

2-s2.0-85197377630