New mode of luxury shoppers: Focus on personalised experiences.

Abstract

This study examines the online luxury product purchasing behaviour of Asian consumers. The study applies quantitative methods to a dataset of Generation Y consumers in emerging markets in Asia. The results show that face-saving value is the most influential factor on luxury goods purchase intention, while personal experience does not have a strong influence on purchase intention. In other words, the personalised experience factor, which has recently attracted researchers' attention as a significant antecedent in the Western context, does not have a direct influence on the behaviour of luxury shoppers in emerging markets at the moment, who continue to pay premium prices to maintain their face. The results provide a useful reference for the development of marketing strategies in the luxury goods sector.