This paper was to figure out why online wine purchasing is not activated despite of the many advantages of having online transactions and to fine key determinants of online wine purchasing intention. Thus, the purpose of this study was to identify the determinants of online wine purchase intention, and examines the relationships between the determinants and online wine purchase intention. Data was collected from those who have experienced in using online wine store to purchase wine, and data was used to test the proposed research model. The findings showed that perceived usefulness and social influence(subjective norm, image) were key determinants of online wine site trust, but they were not related to online wine site trust. It also was found that perceived usefulness, perceived ease of use and subjective norm were positively and significantly related to online wine purchase intention whereas it had no relationship with image. In addition, online wine site trust was shown to influence on online wine purchase intention. Finally, the mediating effects were found in the relationships between perceived usefulness, subjective norm, and online wine purchase intention. Based on the results of the study, implications for future research are drawn.