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.
|ジャーナル||Proceedings of the International Conference on Electronic Business (ICEB)|
|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 8 → 2019 12 12
ASJC Scopus subject areas
- コンピュータ サイエンス（全般）