Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge

Purpose The purpose of this paper is to investigate the influence that social media usage has on the online purchases of wine and to examine whether objective and subjective knowledge moderates this relationship. Design/methodology/approach A structured questionnaire was completed by a sample of 2,5...

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Veröffentlicht in:British food journal (1966) 2019-05, Vol.121 (2), p.275-288
Hauptverfasser: Pucci, Tommaso, Casprini, Elena, Nosi, Costanza, Zanni, Lorenzo
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Sprache:eng
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