“Online or offline? That is the question”. The wine distribution channels dilemma

This paper aims, with an exploratory approach, at understanding which variables affect wine consumers when they opt for online or offline purchasing channels decisions. In order to do so, in this study authors carry out a comparative analysis between the wine preferences of Italian and Chinese consumers. The examination of the reasons behind purchasing or not purchasing wine online or via social media among Chinese and Italian consumers reveals some interesting similarities in the factors influencing their decisions.