Social cues and the online purchase intentions of organic wine

Stefanie Sohn, Barbara Seegebarth, Martin Kissling, Tabea Sippel

Research output: Contribution to journalJournal articleResearchpeer-review

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This study investigates how online store atmospherics (i.e., social cues) affect consumer purchase intentions of organic wine. A between-subject experiment with a quantitative survey conducted among German consumers reveals that the mere presence of social cues (i.e., a chat box) on a wine sellers' online platform positively affects the intention to purchase organic wine from this online store because social cues elicit perceptions of social presence that translate into trust in the online store and brand trust. The latter promotes purchase intentions. Internal (i.e., familiarity with organic wine purchases) and situational (i.e., goal-directedness of shopping) factors do not moderate the effects of social cues.

Original languageEnglish
Article number643
Issue number5
Number of pages15
Publication statusPublished - May 2020


  • Online retailing
  • Organic wine
  • Social cues
  • Store atmospherics
  • Sustainability


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