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New mode of luxury shoppers: Focus on personalised experiences.

Oe, H., Yamaoka, Y. and Liang, Y., 2022. New mode of luxury shoppers: Focus on personalised experiences. Revista de Marketing Aplicado, 26 (2), 97-117.

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DOI: 10.17979/redma.2022.26.2.9174


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.

Item Type:Article
Uncontrolled Keywords:luxury goods; purchase intention; personalised experience; face-saving value; Generation Y
Group:Bournemouth University Business School
ID Code:37907
Deposited By: Symplectic RT2
Deposited On:15 Dec 2022 16:52
Last Modified:21 Dec 2022 14:56


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