The more you know, the more you buy? Knowledge and engagement drive luxury purchasing

Kuo Chi-Hsien, Nagasawa Shinya

研究成果: Conference article査読

抄録

The market for luxury goods has changed drastically for the most recent two generations of consumers, who account for almost half of these types of purchases. This is due in part to their integration of using the internet for online shopping, as well as their relationship to luxury goods. We tested eight hypotheses about the luxury goods purchasing behavior of these two generations. Each of the hypotheses has proven statistically significant, which suggests that marketing strategies for luxury goods need to change to address the different wants, and needs of a changing market. These research results suggest that consumer knowledge and awareness have a positive correlation with their level of trust, and risk in luxury brands. The implications of this suggest that practitioners of luxury goods marketing should invest in marketing strategies that address certain social peer groups, which can significantly influence their target market.

本文言語English
ページ(範囲)456-463
ページ数8
ジャーナルProceedings of the International Conference on Electronic Business (ICEB)
2019-December
出版ステータスPublished - 2019
イベント19th International Conference on Electronic Business, ICEB 2019 - Newcastle upon Tyne, United Kingdom
継続期間: 2019 12 82019 12 12

ASJC Scopus subject areas

  • ビジネス、管理および会計(全般)
  • コンピュータ サイエンス(全般)

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