Purpose - This paper examines the relationship between feelings 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.

Design/methodology/approach - The study comprised a questionnaire among 2754 responses

from six countries (France, Germany, Greece, South Africa, United States and Canada). Non-

probability criterion-based purposive sampling was used, screening for legal drinking age and

ownership of a smartphone.

Findings - Results show that sales promotion mediates the relationship between feelings

towards buying wine on mobile phones and m-commerce website loyalty

Practical implications - Wine producers and retailers should consider the use of sales

promotion to enhance sales and loyalty to m-commerce websites