Website Y-Ready?
Millennial wine-drinker attitudes were studied to see if a winery’s website would impact their:
- trust for the winery
- perception of wine quality
- purchase intentions
A small sample of 122 participants (average age 23 years) were asked to visit a winery’s website and assess its quality and overall winery image. Then the participants visited the physical winery and the researchers evaluated their experience and feelings.
The researchers found:
“website quality was a significant predictor of increased trust in the winery and perceptions of the quality of the wine. Web site evaluations of brand equity carried over to influence evaluations of brand equity after the tasting room experience. When visiting the winery, the more the customers’ expectations were exceeded, the higher the level of customer satisfaction with the tasting room experience.”
Take home lesson – if you want to influence Millennial purchasing behavior, make sure every aspect of your brand meets the minimum Millennial quality standards both in-person and online. You are online right now, so head on over to your company website and make sure your site is up to snuff, because in many cases, even without a social science experiment asking them to, Millennials first experience your brand through your website.
Authors: Linda I. Nowak, Sandra Newton
Journal: International Journal of Wine Business research
Year: 2008 | Volume: 20 | Issue: 1 | Pages: 53 – 67
Publisher: Emerald Group Publishing Limited | www.emeraldinsight.com