The Willingness of Customers to Purchase Luxury Products on E-Commerce Channels: An Analysis from Luxury Brands Salespersons’ Reflexion

• Main Authors: 何瑛洋, Ying-Yan He
• Other Authors: 周德光
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/x2c89w

碩士 === 南臺科技大學 === 商管專業學院 === 104 === In a maturing environment of online retailing, the luxury industry is also giving part on the e-Commerce channel. The expansion of luxury brands’ online shopping websites, an increased online presence and the growth of online sales bring the interest of a research on this changing trend. Original theories use to stand that luxury products are not suitable for e-Commerce due to the intrinsic meaning of luxury. From its highly valuable brick and mortars stores and in-shop specific shopping service experience, e-Commerce creates paradoxes for luxury brands to go online. Defined as exclusive toward its niche consumers, with the adaptation to Internet it opens to the classless Internet world which exhibits its intimate marketing position. Nonetheless some luxury houses still resist to Internet but we can still observe an increasing online presence or a changing of their online strategies due to market competition. The online channel is not negligible. Hence it seems there is a change in consumers purchasing behavior, leading to new market trends. The focus of this research is to have a deeper understanding of this phenomenon through a qualitative study of Taiwanese luxury consumers through the eye of luxury salespersons’ atypical importance. The use of salesperson’s point of view is chosen as an exploratory purpose.