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Label design of wines sold online: Effects of perceived authenticity on purchase intentions

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  • Pelet, Jean-Éric
  • Durrieu, François
  • Lick, Erhard

Abstract

This article aims at exploring the relation between customers' perception of the authenticity of wines and their purchase intentions in online retailing. We investigate if perceived pleasure plays a mediating role and whether the relation between perceived authenticity and perceived pleasure is moderated by the color type (heraldic vs. vivid colors), presence or absence of a château (icon), and visual complexity (high vs. low) with respect to label design. For this purpose, we conduct an exploratory study followed by an experiment (n = 215). The results reveal that perceived authenticity has a positive effect on both pleasure and purchase intent. Labels showing heraldic colors and low visual complexity lead to a stronger effect of authenticity on pleasure in comparison to labels with vivid colors and high visual complexity. The presence or absence of a château does not have a significant moderating effect. Therefore, wine marketers selling wines on the Internet are advised to design wine labels which tend to show heraldic colors and low visual complexity to enhance customers’ perception of wine authenticity.

Suggested Citation

  • Pelet, Jean-Éric & Durrieu, François & Lick, Erhard, 2020. "Label design of wines sold online: Effects of perceived authenticity on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919309464
    DOI: 10.1016/j.jretconser.2020.102087
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    6. Junwei Yu & Olivier Droulers & Sophie Lacoste-Badie, 2022. "Why display motion on packaging? The effect of implied motion on consumer behavior," Post-Print hal-03512772, HAL.
    7. Orlowski, Marissa & Lefebvre, Sarah & Back, Robin M., 2022. "Thinking outside the bottle: Effects of alternative wine packaging," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    8. Li, Menglin & Jin, Yufang & Zhang, Jurui & Liu, Raymond, 2022. "Does shape in backgrounds matter? Effects of Shape–Taste congruence on product evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
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