Winery website loyalty: the role of sales promotion and service attributes

Purpose: toward buying wine on mobile phones and m-commerce website loyalty by examining a) the mediating role of sales promotion and b) the moderating role of service attributes of the m-commerce websites in influencing the mediation. Design/methodology/approach: A total of 3,318 completed surveys were collected. Drawing on a large non-probability criterion based purposive sample across six countries (France, Germany, Greece, South Africa, United States and Canada) mediation analysis was performed to examine hypothesized relationships. Findings: Results show that sales promotion mediates the relationship between feelings towards buying wine on mobile phones and m-commerce website loyalty. Moderated mediation reveals that the indirect pathways (sales promotion) through which feelings towards buying wine over mobile exert its effect on m-commerce website loyalty is dependent on the value of service (wine delivery) attributes of the website. The results demonstrate that sales promotion and service are of paramount importance to wineries and wine marketers. Research implications/limitations: Wine producers and retailers should consider the use of sales promotion to enhance sales and loyalty to m-commerce websites. Practical implications: Wine producers and retailers should consider use sales promotion (such as SMS or push notifications) to enhance sales and influence consumer feelings and hence their loyalty. Originality/value: Wine m-commerce studies are limited, especially with an international perspective comparing 6 different countries: 3 from the old world (such as France, Germany and Greece) and 3 from the New World (North America with USA and Canada; and South Africa). Altogether those 6 countries represent around 40% of the world consumption

Don't believe the hype: a grounded exploratory six country wine purchasing study

The purpose of this exploratory study was to understand the extent that consumers report purchasing wine on mobile devices and to empirically examine potential drivers of m-wine purchasing across six countries to guide theoretical research enquiry moving forward. Purposive sampling was employed. An online survey involving 2853 respondents from France, Germany, Greece, Canada, US and South Africa forms the basis for the current study. The results of the study indicate that though mobile phone usage, wine consumption and purchasing rates are high, mobile-wine purchasing prevalence is low within all six countries. While technology hype has us believe an online presence is essential for business revenue growth and performance; the current study indicates wineries should carefully consider consumer readiness towards mobile-wine purchasing. Limitations and recommendations for future research are identified

Identity tensions in dual career : the discursive construction of future selves by female Finnish judo athletes

To date, few studies have explored how changes in the practices, policies, and politics of sport and education may be implicated in how young athletes think about and plan for the future. Drawing on cultural praxis and feminist poststructuralist frameworks, this paper explores whether and how dual career (DC) policies and practices in Finland guide female judo athletes’ imaginings about their future. Discourse analysis was used to analyse interviews with three adolescent (aged 16) and three young adult (aged 20, 23, and 27) elite female judo athletes. Differences were found in the ways the athletes in the different age groups constructed their future athletic, civic and gendered selves. We argue that some female judo athletes may experience identity tensions and lower their athletic aspirations in seeking to meet the new societal expectations embedded in the DC discourse. We conclude with recommendations for future policy and practice.peerReviewe

Psychological Research on Martial Artists

In this article, we problematize sport psychology research on martial artists and offer some suggestions for advancing our knowledge in this area of research and practice. First, we review the previous research in the field. Then we introduce “cultural praxis” as a theoretical framework that will guide our analysis. Finally, we engage sociological studies of female fighters in conjunction with the adopted theoretical lens to outline the limitations of sport psychological research with regards to the experiences of women. It seems that the majority of the studies have used the male athlete as the norm, while research on the female athlete remains limited and focused on “differences”. Focusing persistently on gender differences, without drawing at all on gender theory reflects a gender bias, which seems to be engrained in sport psychology studies. Recent sociological studies have shed some light on the experiences of female martial artists, but have paid scant attention to the constantly changing locale in which female athletes operate. Here, we suggest “cultural praxis” as an intervention to gain insights into the behaviors, values, and emotions of the other sex athletes.peerReviewe

Negotiating female judoka identities in Greece : A Foucauldian discourse analysis

Objectives: The objectives of this paper are to trace the discourses through which female Greek judokas articulate their sporting experiences and to explore how they construct their identities through the negotiation of sociocultural beliefs and gender stereotypes. Design: This article is based on interview data from a larger ethnographic research with women judo athletes, grounded in a cultural praxis framework. Method: Ten semi-structured interviews were conducted during fieldwork in Greece. Interview data were analyzed drawing on a Foucauldian approach to discourse analysis. Results: We identified four conceptsdbiology, gender, femininity, and judo/sportdthat were central to unearthing the discourses in which female Greek judokas constructed their identities. Female athletes (strategically) negotiated multiple identities, each serving different purposes. Conclusion: The gender power dynamics in Greek society at large are reproduced in the sporting experience of Greek female judokas. Although women have agency to negotiate their identity, they tend to accept the “given” subject positions within dominant discourses of gender relations. By doing so, female athletes become agents in the reproduction of patriarchal power.peerReviewe

“Some Women Are Born Fighters” : Discursive Constructions of a Fighter’s Identity by Female Finnish Judo Athletes

Martial arts and combat sports have been traditionally associated with masculinity, and a range of contradictory meanings have been attached to women’s engagement and experiences. The present study draws on cultural praxis and feminist poststructuralist frameworks to explore how female martial artists are subjectified to dominant cultural discourses surrounding fighting and competition. Interviews with nine female judoka (judo athletes) were gathered in Finland and analyzed using Foucauldian Discourse Analysis (FDA). The FDA revealed that in female judoka talk, judo was constructed as a sport for all, but also as a male domain and a manly sport with fighting and competition as innate masculine qualities that are not learned. Two sets of wider, competing discourses provided the dominant structure for participants’ constructions of judo: (a) a mass sport discourse versus an elite sport discourse and (b) a gender equality discourse versus a female biological inferiority discourse. Drawing on this discursive context and in seeking to make sense of their experiences, participants constructed a “naturally born fighter” identity. Although this might be an empowering identity for female judoka, it does not advance the agenda of gender equity in martial arts because it constructs “ordinary” women as biologically incapable of competitive judo. Our findings reveal that even in the relatively egalitarian culture of Finland, gender hierarchies persist in judo and that it is only by disrupting prevalent constructions of fighting and competitiveness as masculine that progress toward gender equity can be made.peerReviewe

Narrative and discursive perspectives on athletic identity : Past, present, and future

Objectives The dominant role-based conceptualisations of athletic identity have recently been challenged in favour of theoretical perspectives that view identity as a complex cultural construction. In the present study, we analysed empirical studies on athletic identity positioned in narrative and discursive approaches to gain an insight into the use and subsequent contribution of these approaches to knowledge production in this research topic. Design and method A total of 23 articles, of which 18 narrative studies and five discursive studies, were identified in a systematic literature search. We used the meta-study method to analyse these studies in terms of basic assumptions, methodologies, and findings. Results Early narrative studies focused on biographical disruption in career termination and/or severe injury, whereas more recent studies examined the impact of different identity narratives on athletes' well-being and career decisions. Discursive studies examined the multiple ways in which dominant understandings of gender, age, and the athletic body are (re)produced and normalised within sporting cultures and institutions and can act to constrain athletes to certain identities and practices. Both approaches highlighted that elite sport culture offers limited narrative resources or subject positions for athletes, and can endanger athletes' well-being if they are unable to comply with dominant ideals of being an athlete. Conclusions Narrative and discursive approaches have advanced understandings of the constitutive role of sporting culture in athletic identity formation. Future research should continue exploring athletic identity in various physical cultural contexts and seek to identify alternative narratives and discourses that may enable athletes to construct more adaptive identities.peerReviewe

“Women easily feel that they have lost a year if they don’t ski faster” : Finnish ski coaches’ discursive constructions of gendered dual career pathways

Objectives Earlier qualitative researchers studying athletes’ dual careers (DCs) have shown that sociocultural discourses on gender are ingrained in DC policies and practices, creating gender inequalities and hierarchies. In this study, we aimed to extend this body of research by examining how Finnish elite youth ski coaches discursively construct athletes’ education and gender in their talk and coaching practices. Similarly, we examined how coaches’ beliefs about athletes' holistic development are interlinked with broader sociocultural discourses on gender. Design Qualitative study. Methods We conducted semi-structured interviews with 10 Finnish ski coaches (seven male, three female) aged 25–62 years (M = 38.5), and then analyzed the data using reflexive thematic analysis, interpreted through a feminist poststructuralist lens. Findings Coaches’ discursive practices regarding education depended on their athletes' ages. For athletes in secondary education, the coaches predominantly drew on DC discourses that emphasized the compatibility of sports and education, but for athletes transitioning to senior-level sports, they drew on dominant performance discourses, believing that athletes at the senior level should prioritize their sports. Moreover, coaches discursively constructed athletic development as especially important for female athletes, who were perceived as less capable of excelling in sports and therefore needing to invest in multiple careers. Conclusions By drawing on gender stereotypes and binary understandings of gender, the coaches discursively reproduced gender hierarchies and unequal power relations in sports. These gendered discourses influence athletes' DC aspirations and the gendering of DC pathways.peerReviewe

Women fighters as agents of change: A Brazilian jiu jitsu case study from Finland

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