Wine attributes, perceived risk and online wine repurchase intention: The cross-level interaction effects of website quality

It is vital for the successful web-based wine business to reduce perceived risk associated with online wine purchasing because it negatively affects repurchase intention. Randomly obtained data from 457 U.S. consumers identified as having purchased wine online was analyzed using hierarchical linear modeling (HLM) to determine the relationships between key wine attributes, perceived risk and online wine repurchase intention. Results confirmed that sensory and origin-related attributes positively influence perceived risk. The cross-level interaction role that wine website quality plays upon the relationship between wine attributes and perceived risk was also examined. Results revealed that information quality and service quality moderate the impact of the origin attribute, which in turn reduces perceived risk with online wine shopping. These findings offer useful implications for online wine website managers to develop more effective website frameworks.