Exploring consumer sentiments and opinions in wine E-commerce: A cross-country comparative study

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-09-29 DOI:10.1016/j.jretconser.2024.104097

Mingze Rui, Antonina Sparacino, Valentina Maria Merlino, Filippo Brun, Stefano Massaglia, Simone Blanc

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Abstract

Wine e-commerce has witnessed a substantial surge in popularity over the past decade, with China, the United Kingdom, and the United States emerging as pivotal players in the global wine market. E-commerce, crucial for the food sector especially post-COVID-19, influences consumer choices through reviews and feedback, significantly affecting consumer engagement, satisfaction, trust, and purchase intentions. Despite extensive research on consumer behavior, there's a gap in understanding post-purchase satisfaction, especially within wine e-commerce. This study aims to address this by examining wine consumer feedback on leading wine e-commerce platforms in three prominent markets: China, the UK, and the US. It aims to help online wine sellers in developing targeted marketing strategies to enhance consumer satisfaction and sales in each unique wine market. Through text mining, the study reveals market-specific differences in consumers' sentiments, preferences, and aversions arising from their online wine shopping experiences, providing a detailed guide for wine producers and e-commerce platforms to optimize their products and online services.

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探索葡萄酒电子商务中的消费者情感和观点：跨国比较研究

过去十年间，葡萄酒电子商务的普及率大幅上升，中国、英国和美国成为全球葡萄酒市场上举足轻重的角色。电子商务对食品行业至关重要，尤其是在 "COVID-19 "之后，它通过评论和反馈影响消费者的选择，对消费者的参与度、满意度、信任度和购买意向产生重大影响。尽管对消费者行为进行了广泛的研究，但在了解购买后满意度方面仍存在差距，尤其是在葡萄酒电子商务领域。本研究旨在通过研究三个主要市场中领先葡萄酒电子商务平台上的葡萄酒消费者反馈来解决这一问题：中国、英国和美国。其目的是帮助在线葡萄酒销售商制定有针对性的营销策略，以提高消费者满意度和每个独特葡萄酒市场的销售额。通过文本挖掘，该研究揭示了特定市场消费者在网上葡萄酒购物体验中产生的情感、偏好和厌恶方面的差异，为葡萄酒生产商和电子商务平台优化其产品和在线服务提供了详细指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.