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New mode of luxury shoppers: focusing on personalised experiences

Authors: Oe, H., Yamaoka, Y., Liang, Y.

Journal: Revista de Marketing Aplicado

Publication Date: 16/12/2022

Volume: 26

Issue: 2

Pages: 97-117

ISSN: 1852-2300

DOI: 10.17979/redma.2022.26.2.9174

Abstract:

This article examines the online shopping behavior of Asian consumers for luxury products. The study consists of a quantitative analysis of data collected from Generation Y consumers in emerging markets in Asia. The results show that the value of “saving face” is the most influential factor in determining the purchase intention of luxury goods, while personal experience does not have a strong influence on the purchase intention. This suggests that the personalized experience, which has recently come to the attention of researchers as an important factor in Western contexts, does not yet have a direct influence on luxury shopper behavior in emerging markets, in which higher prices continue to be paid to "save face". The results provide a useful reference for the development of luxury goods marketing strategies in emerging Asian markets.

https://eprints.bournemouth.ac.uk/37907/

https://doi.org/10.17979/redma.2022.26.2.9174

Source: Manual