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Exploring impulse purchasing of wine in the online environment

ABSTRACT Wine sales continue to climb in both offline and online settings in the U.S. market. With online sales having a great impact on offline sales, it is important to look at all sales modes in understanding how to better market to consumers across spectrums. What this study aims to do is to utilize a stimulus–organism–response model to better understand wine sales, when it comes to online impulse buying. This study is anticipated to add knowledge to the understanding of impulse buying of wine and is a first step at gaining a better understanding of impulse buying of wine in online settings.