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Communication dans un congrès

Effects of the wine bottle label on the perceived authenticity and buying intention on a retail website

Résumé : The aim of this research consists in studying the effects of signs of marking on wine bottle labels, with the perception of authenticity and the buying intention in an online context. Based on a literacy review as well as on investigations issued from an exploratory qualitative analysis led with 34 consumers, cellar men and wine growers, we introduce the theoretical and methodological bases answering this question. It shows the effect of the appearance of the label and of its components on the emotional and behavioural answers of the consumer which are the authenticity they perceived and the buying intention.
Mots-clés : ETIQUETTE E-COMMERCE
Type de document :
Communication dans un congrès
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https://hal.inrae.fr/hal-02756335
Déposant : Migration Prodinra <>
Soumis le : mercredi 3 juin 2020 - 22:51:47
Dernière modification le : mercredi 1 juillet 2020 - 12:39:52

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  • HAL Id : hal-02756335, version 1
  • PRODINRA : 35709

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Citation

Jean-Eric Pelet. Effects of the wine bottle label on the perceived authenticity and buying intention on a retail website. 5. International conference of the Academy of wine business research, Feb 2010, Auckland, New Zealand. ⟨hal-02756335⟩

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