Publisher's Synopsis
This research explores the developments and recent trends of the wine industry in global context and, more specifically in China. It later focuses on with Chinese electronic and mobile commerce space and its current and future significance for wine industry. The findings are analysed by data, tested with interviews and taken further to understand online ordering behaviour with a mobile device ("m-commerce") among Chinese young adults. All areas above are examined separately before being linked together in order to examine Chinese young adults' choice of wine against the backdrop of three proposed influencers: culture, wine knowledge, and m-commerce. The present research investigates the relationship wine choice and culture, wine knowledge and m-commerce in China. The findings could be of interest to companies looking in to wineries and wine marketers, mobile and e-commerce investments, specifically related to the choice of wine and m-commerce in China. Keywords - Wine choice, wine culture, wine knowledge, mobile and e-commerce, internet users, Chinese Wine Industry
