Exploring consumer sentiments and opinions in wine E-commerce: A cross-country comparative study

Abstract

Wine e-commerce has witnessed a substantial surge in popularity over the past decade, with China, the United Kingdom, and the United States emerging as pivotal players in the global wine market. E-commerce, crucial for the food sector especially post-COVID-19, influences consumer choices through reviews and feedback, significantly affecting consumer engagement, satisfaction, trust, and purchase intentions. Despite extensive research on consumer behavior, there's a gap in understanding post-purchase satisfaction, especially within wine e-commerce. This study aims to address this by examining wine consumer feedback on leading wine e-commerce platforms in three prominent markets: China, the UK, and the US. It aims to help online wine sellers in developing targeted marketing strategies to enhance consumer satisfaction and sales in each unique wine market. Through text mining, the study reveals market-specific differences in consumers' sentiments, preferences, and aversions arising from their online wine shopping experiences, providing a detailed guide for wine producers and e-commerce platforms to optimize their products and online services.