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1 – 10 of over 4000Xia Liu, Alvin C Burns and Yingjian Hou
– The purpose of this paper is to compare and contrast the online and in-store shopping behavior towards luxury goods.
Abstract
Purpose
The purpose of this paper is to compare and contrast the online and in-store shopping behavior towards luxury goods.
Design/methodology/approach
Two studies are presented. Study one is qualitative in nature. It uses a mixed method approach and explores why luxury consumers decide to purchase luxury products online or in-store. The second study is a quantitative one. It tests the hypotheses drawn from the first study and validates the qualitative results.
Findings
Online and in-store luxury shoppers are influenced by different motivational factors. Online luxury shoppers are price-conscious, prefer the online product availability and have a higher level of trust towards online customer reviews. In-store shoppers who are more averse to online risks find it very important to see the product personally before the purchase and value shopping experience and interactions. In addition, differences exist between the online shopping behaviors of regular and luxury shoppers.
Research limitations/implications
It contributes to luxury consumption research and expands shopping motivation literature by investigating luxury buyer behavior in the online context.
Practical implications
Luxury retailers should pay attention to the newly emerging segment of online luxury consumers. Lack of trust prevents more luxury consumers from shopping on the internet and the trustworthiness of the sellers can help attract potential shoppers. Luxury retailers can cater to the needs of different types of luxury buyers.
Originality/value
This paper is the first exploratory, comparative study on luxury consumption in the online and physical store environments. It investigates the motivational factors that drive the shopping behavior of internet and in-store luxury shoppers.
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Despite the fact that online is predicted to become the major channel for luxury purchases by 2025, there is scant literature related to online luxury buying behavior, mainly in…
Abstract
Purpose
Despite the fact that online is predicted to become the major channel for luxury purchases by 2025, there is scant literature related to online luxury buying behavior, mainly in the context of Generation Y (Gen Y) consumers in emerging societies like India. Therefore, the primary objective of this study is to empirically test the theoretical framework developed to assess the factors influencing luxury consumers' online shopping behavior based on the stimulus-organism-response model and technology acceptance model (TAM).
Design/methodology/approach
Data were collected from 233 Gen Y luxury consumers in India via purposive sampling method. The study used AMOS and PROCESS SPSS Macro to establish the overall fit of the measurement model and examine the hypotheses.
Findings
The findings revealed that perceived usefulness of buying online, perceived ease of buying online, economic benefit and webstore quality have significant impact on online luxury purchase intention. The perceived experiential values and perceived functional values mediate the influence of antecedent variables on online luxury purchase intention. Bandwagon luxury consumption behavior (BLCB) moderates the relationship between perceived functional values and online purchase intention.
Originality/value
This is one of the pioneer studies conducted to understand the influence of BLCB on value–intention relationship in online space among Gen Y luxury consumers. This study will help luxury retailers to create targeted strategies for this segment.
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Keywords
Nowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This…
Abstract
Purpose
Nowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This article attempts to construct a theoretical model based on the perceived value theory to explain this phenomenon.
Design/methodology/approach
In total, 354 online questionnaires are collected, and the partial least square structural equation model is used to analyze the model empirically.
Findings
The results show that consumers' perceived luxury values (financial value, functional value, individual value and social value) have a significant and positive effect on customer engagement, which further leads to purchase intention.
Originality/value
In view of fact that there is a big difference between luxury goods and nonluxury goods, yet the existing literature rarely distinguishes between luxury goods and nonluxury goods in the context of live streaming shopping, this article attempts to use perceived value theory to examine consumers' luxury purchase intentions in live streaming shopping and explores whether customer engagement is a mediating mechanism of perceived luxury values that influences purchase intention in live streaming.
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Recently, internet has turned out to be the fastest growing channel for luxury sales. Surprisingly, very few studies have focused on understanding the major drivers behind online…
Abstract
Purpose
Recently, internet has turned out to be the fastest growing channel for luxury sales. Surprisingly, very few studies have focused on understanding the major drivers behind online luxury goods consumption, particularly in the emerging market context. Therefore, the key objectives of this study are to, first, develop a framework to understand factors affecting consumers' intention to purchase luxury fashion goods online. Second, measure the moderating effect of perceived risk and web atmospherics on the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.
Design/methodology/approach
Data were collected through structured questionnaires from a sample of 250 luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.
Findings
Study findings indicate that perceived usefulness, perceived ease of use, perceived enjoyment and price consciousness have a direct as well as an indirect relationship via attitude on online luxury purchase intention. The results also revealed that web atmospherics moderate the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.
Originality/value
This is one of the first studies that explores the moderating role of perceived risk and web atmospherics in the context of luxury market. It will help luxury marketers to develop appropriate strategies for selling luxury goods online in emerging markets like India.
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Hanna Lee, Lori Rothenberg and Yingjiao Xu
The purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment.
Abstract
Purpose
The purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment.
Design/methodology/approach
A D-optimal discrete choice conjoint design was used. The data were analysed using a multinomial logit model and desirability indices.
Findings
Findings indicate that low price was the most important factor that influenced young consumers' preferences. After price, young luxury consumers placed a greater importance on channel attributes such as human-assisted service and virtual fitting rooms.
Research limitations/implications
The sample consisted of young consumers in their 20s and 30s, who utilise both online and offline channels. Hence, the income level was relatively low. Also, the results cannot be generalised to all luxury consumers.
Practical implications
Providing preferable channel attributes is more crucial to young luxury fashion shoppers than focusing on improving product attributes, with the exception of price.
Originality/value
The paper proposes the optimal combination of key product and channel attributes that is most preferable to young luxury fashion consumers in the multi-channel environment.
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Briana Martinez and Soyoung Kim
The purpose of this paper is to explore the impacts of several consumer characteristics (fashion leadership, impulse buying, bargain shopping), web site attitude, and visit…
Abstract
Purpose
The purpose of this paper is to explore the impacts of several consumer characteristics (fashion leadership, impulse buying, bargain shopping), web site attitude, and visit frequency on intention to purchase from a private sale site.
Design/methodology/approach
Data were collected from 164 female respondents who were members of at least one private sale site. The sample was selected mainly by using a snowball sampling technique which relied on chain referrals to recruit eligible participants. Factor analysis results suggested that fashion leadership consisted of two dimensions: fashion opinion leadership and fashion innovativeness. Regression analysis was conducted to determine how strongly purchase intention for private sale sites was predicted by fashion opinion leadership, fashion innovativeness, impulse buying, bargain shopping, web site attitude, and visit frequency.
Findings
Regression results showed that ease of use was the only dimension of web site attitude that significantly predicted purchase intention. Impulse buying and bargain shopping also significantly influenced purchase intention. Implications for future research and limitations were also discussed.
Originality/value
As private sale sites continue to grow in popularity, insight into the psychology and behaviors of shoppers at these sites has become more important. There has been, however, no published research that examines what motivates consumers to purchase from private sale sites.
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Hyeonsoo Kim, Yun Jung Choi and Yuri Lee
The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact…
Abstract
Purpose
The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact on consumer attitude toward the site and brand, which is essential to build valid strategies for e-retailing.
Design/methodology/approach
An empirical study was conducted and quantitative analyses of 292 respondents’ shopping experiences yielded findings that confirm the impact of atmospherics upon the shopper’s views of the web site and the brand. Structural equation modeling was used to test the research hypotheses.
Findings
Both low task-relevant atmospherics (web site design, responsive customer service) and high task-relevant atmospherics (product information, convenience) affect the consumers’ revisit intentions toward the web site, while web site design directly affected brand attitude. The study also illustrates the mediating roles of product information and convenience to the relationships between web site design and responsive customer service and the consumers’ revisit intentions toward the site.
Practical implications
This study provides insights for luxury e-tailing. Luxury e-tailers should understand the different effects depending upon the types of web atmospheric qualities and use them strategically.
Originality/value
The main contribution of the study is to highlight the unique aspects of luxury online shopping in the Korean context. This study also contributes to e-commerce research by providing an expanded understanding of the interrelationship between types of web atmospheric qualities.
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Gizem Merve Karadag and Irem Eren Erdogmus
The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various…
Abstract
The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various touchpoints. The aim of this chapter is to provide insights into building a luxury fashion omnichannel strategy through the integration of online and offline consumer journeys, based on the emerging needs and lifestyles of different luxury consumer segments. Accordingly, exploratory research is designed to understand luxury consumer typologies and luxury fashion shopping journeys. In-depth interviews were conducted for data collection in Istanbul, with 16 participants. Grounded theory coding was used for analyzing the data. Findings revealed four-consumer typologies –Luxury Beginners, Nouveaux Riches, Conservatives, Established Luxury Consumers. Luxury fashion journey map covering three major steps – pre-purchase, purchase, and post-purchase – was illustrated based on the usage of both digital and non-digital channels and agents through the journey with discussions to present consumer differences. The results of the study add to the current literature and provide an omnichannel roadmap for the practitioners.
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Philipp Nikolaus Kluge and Martin Fassnacht
Luxury goods manufacturers have long been hesitant to adopt the internet as a channel of distribution. A luxury brand’s concept of exclusiveness is seemingly incompatible with the…
Abstract
Purpose
Luxury goods manufacturers have long been hesitant to adopt the internet as a channel of distribution. A luxury brand’s concept of exclusiveness is seemingly incompatible with the ubiquitous accessibility provided by the mass medium internet. The purpose of this paper is to address the apparent contradiction by examining consumer responses to the online accessibility and price display of luxury goods.
Design/methodology/approach
Three studies are presented: first, a qualitative pre-study with luxury industry experts is conducted to identify the current managerial discussion on the online distribution of luxury goods. Second, an experiment with 183 high-income individuals is conducted to test the effects of online accessibility on consumer perceived scarcity and desirability. Third, a second experiment with 142 qualified luxury insiders is conducted to test consumer responses to the online accessibility and price display of luxury goods.
Findings
Results indicate that the online accessibility of luxury goods does not affect consumer perceived scarcity and, hence, does not dilute brand desirability. This “no-dilution” finding applies to both high- and low-involvement goods and persists independently of whether or not retail prices are explicitly displayed.
Originality/value
Whether or not to sell luxury goods online has been controversially discussed among both marketing scholars and executives. To the authors’ knowledge, the present paper is the first to empirically examine consumer responses to the online accessibility and price display of luxury goods.
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Ou Wang, Simon Somogyi and Richard Ablett
This study explores the influence of quality attributes and socio-demographics on Chinese consumers' general and online consumption of three origin-specific lobsters: Canadian…
Abstract
Purpose
This study explores the influence of quality attributes and socio-demographics on Chinese consumers' general and online consumption of three origin-specific lobsters: Canadian, United States and Australian.
Design/methodology/approach
A web-based survey was administrated to 981 consumers from two cities in China: Shanghai and Qingdao. Descriptive analysis and binary logistic regression were used in the data analysis.
Findings
Chinese consumers were more willing to pay for the lobster quality attributes vitality, meat content, texture, size and safety. Their general and online consumption of three origin-specific lobsters is significantly linked to the following quality attributes and socio-demographics: meat content, size, shell hardness, texture, safety, nutrition, age, income, education, occupation, residential place and marital status.
Originality/value
This is the first study to explore the influence of quality attributes and socio-demographics on consumers' online consumption of luxury seafood.
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