Positive Influence of M-Commerce on the Group Purchase of Wine for Y-Generation

Abstract

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 audience. Early adopters have the potential to be richly rewarded.