Why Do Generation Y Consumers Adopt Online Luxury Technologies: A Values Approach

Erdoğmuş, İrem Eren; Eskiyenentürk, Gülsu; Arslan, Melisa Karakaya

doi:10.1177/1839334921999500

Cited by 6 publications

(15 citation statements)

References 111 publications

(193 reference statements)

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“…Being collectivist in nature, the Indian consumer constantly seeks validation and looks for fitting-in behavior in social settings (Shukla, 2011); therefore it can be concluded that this consumption pattern is highly dependent on social cues and societal acceptance. Luxury apparel brands are consumed for social/public display because they can easily employ to signal wealth (Li et al, 2012;Erdogmus et al, 2021). Han et al (2010) observed that the consumers who have an innate desire to be associated with a certain group would signal their wealth and belongings, whereas consumers who are low in need for status purchase luxury brands but do not to signal it or display their wealth.…”

Section: Discussionmentioning

confidence: 99%

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

Sharma

Pradhan

Srivastava

2021

APJBA

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PurposeThe study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.Design/methodology/approachThe study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.FindingsThe study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.Originality/valueResearch on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

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Section: Discussionmentioning

confidence: 99%

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

Sharma

Pradhan

Srivastava

2021

APJBA

View full text Add to dashboard Cite

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“…Similarly, “Topic 8 (Online engagement)” refers to customer online behavior, which has been a topical area in marketing. This is reflected in research about understanding customer experience and online reviews (Robertson et al, 2021), and customer adoption of online technologies (Erdogmus et al, 2021). On the other hand, “Topic 9 (Purchase intention),” “Topic 13 (Retail resources),” and “Topic 15 (Trust)” centers on determinants of relationship quality and relationship outcomes.…”

Section: Topic Modelingmentioning

confidence: 99%

Emerging Research Trends in Marketing: A Review of Australasian Marketing Journal

Quach

Ngo

2022

Australasian Marketing Journal

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This article reviews papers published in the Australasian Marketing Journal (AMJ) from 2015 to 2022 (Issue 2). About 276 papers were considered in our analysis. Adopting text mining, we reveal the key terms associated with research published in AMJ over the last 6 years. We employ a topic modeling procedure to find 15 topics that have been featured in the Journal and to depict the trends in topics over time. For example, in 2021 and 2022, there has been a big increase in “Digital,” “Artificial Intelligence,” “Sustainability,” “Online Engagement,” and “Purchase Intention” topics, in line with the AMJ’s desire to capture the current industry and academic trends. A citation analysis shows the growth of articles and citations of papers published in AMJ and reveals some of the most cited papers. It is demonstrated that methodological articles are more likely to receive a high number of citations. We conclude by suggesting emerging topics and future research directions.

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“…"This target group will explore the products they buy before achieving the purchasing process, whether it takes place in a digital or physical environment, and will do so again online." [24].…”

Section: Distribution Of Luxury Fashion Brands Through Digital Channelsmentioning

confidence: 99%

Specificity and development of distribution strategies of luxury fashion brands

Matić¹,

Bajs²

2022

Text Leather Rev

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The market of luxurious fashion brands is a challenging business area. It usually needs the right marketing strategy for its management. Luxury fashion brands face the challenge of how to balance the wider distribution, while at the same time confirming the peculiarity of their offer. The aim of this study is to analyse the specificity of luxury fashion brand distribution and its role in creating luxury fashion brand value. The specificity of physical and digital channels of luxury fashion brands distribution was analysed. The hypothesis was that luxury could be hardly emitted through digital distribution channels. By analysing the relevant literature and case studies, it was realised that in the market of luxury fashion brands there are exceptions to the strict rules established from the very beginnings of the luxury fashion industry. The distribution of brands with a long tradition and successful business results like Louis Vuitton, Hermes and Chanel were analysed. Luxury fashion brands successfully resist technological development by nurturing the tradition of exclusivity and unavailability. These can be marketed to some extent through digital distribution channels. The omnichannel distribution of luxury fashion brands is highly valued among the younger population. It gains greater market potential and therefore greater revenue.

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Why Do Generation Y Consumers Adopt Online Luxury Technologies: A Values Approach

Cited by 6 publications

References 111 publications

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

Emerging Research Trends in Marketing: A Review of Australasian Marketing Journal

Specificity and development of distribution strategies of luxury fashion brands

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