Luxury Brands in the Digital Age – the Trust Factor

Wu, Meng-Shan Sharon; Chen, Cheng-Hao; Chaney, Isabella

doi:10.1007/978-3-8349-4399-6_12

Cited by 11 publications

(8 citation statements)

References 19 publications

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“…Luxury buyers perceive higher risk in online purchasing since it involves huge sum of money (Liu et al, 2013). Digital buying of expensive luxury goods poses a major threat of counterfeit products (Wu et al, 2013) as well as of uncertainty related to product quality (Yu et al, 2018). Furthermore, the inability to touch, feel and physically examine the product (size, color) discourages consumers to purchase high-end fashion products from digital stores (Pham, 2017).…”

Section: Moderating Role Of Perceived Risk (Pr)mentioning

confidence: 99%

Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

Jain¹

2021

JFMM

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PurposeRecently, 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/approachData 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.FindingsStudy 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/valueThis 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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Section: Moderating Role Of Perceived Risk (Pr)mentioning

confidence: 99%

Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

Jain¹

2021

JFMM

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“…On the other hand, shoppers may not be purchasing online because of some potential risks related with Internet shopping including credit card fraud, an absence of touch before buying the product, possible problems with the returned goods (Bhatnagar, Mishra & Rao, 2000) and not receiving the ordered product (Forsythe & Shi, 2013;Joines, Scherer & Scheufele, 2003). For consumers, buying of luxury goods online has raised some concerns, regarding the lack of touch (Kluge & Fassnacht, 2015;Pappas, 2016), security (Wu, Chen & Chaney, 2013;Liu, Burns & Hou, 2013). To understand typology of Korean millennials' attitudes toward online luxury purchasing behavior, this study provides the following three components: 1) attitude; 2) luxury consumption; and 3) online shopping.…”

Section: Typology Of Online Luxury Consumersmentioning

confidence: 99%

Millennials’ Attitudes Toward Online Luxury Buying Behavior in South Korea: A Q-methodology Approach

Burnasheva¹,

GuSuh²,

Villalobos-Moron³

2018

ABR

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The millennials are a crucial generational cohort of customers who buy luxury goods online. Asian luxury consumers became the major driver of global luxury sales growth. While there are a number of papers from developing countries in Asia, this study explores millennials' attitudes toward shopping online for luxury goods from among the most world's leading economy of South Korea. This paper has used Q methodology to examine and categorize millennials' behavior toward online luxury consumption. The QUANAL program was employed for data collection and results revealed that there is a significant behavioral distinction between three types of shoppers such as Online Convenience Shopper, Online Economic Shopper and Traditional Shopper.The findings of this study have a managerial contribution by understanding the typology of online luxury goods consumers among Korean millennials. As one of the sizable cohorts who are purchasing luxury online, this paper could help managers to maintain and increase sales growth among millennials online. This study has also a theoretical or academic contribution by creating a new consumer type and broadening the knowledge about online luxury buying behavior.

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“…Against these benefits the online shopping environment lacks the possibility to touch, feel, and smell the product and to interact with sales personnel (Kapferer and Bastien, 2012;Okonkwo, 2009) elements considered even more relevant in the case of luxury goods. Another issue refers to security concerns regarding payment and delivery of such precious merchandise (Liu et al, 2013;Wu et al, 2013).…”

Section: Direct Online Distribution: Benefits and Concernsmentioning

confidence: 99%

Selling luxury goods online: effects of online accessibility and price display

Kluge

Faßnacht

2015

International Journal of Retail &Amp; Distribution Management

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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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Luxury Brands in the Digital Age – the Trust Factor

Cited by 11 publications

References 19 publications

Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

Millennials’ Attitudes Toward Online Luxury Buying Behavior in South Korea: A Q-methodology Approach

Selling luxury goods online: effects of online accessibility and price display

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