Enablers and inhibitors of internet wine purchase

Abstract

This paper investigates the enabling and inhibiting factors of wine purchase on-line. The research described in this paper is qualitative in nature and based upon the Nominal Group Technique. The results show that convenience factors are the most important enablers, while credit card fraud and the inability to taste the wine the most important inhibitors of wine purchase over the Internet. Key findings provided by the research relate to product performance risk (the inability to taste the wine prior to purchase), and the experiential nature of wine and wine shopping.