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Publicação
Traditional and interactive display methods: do they increase sensorial shopping experience and purchase intention for luxury e-commerce?
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Autores
Orientador(es)
Resumo(s)
The current research aims to understand if different display methods in luxury ecommerce
can increase sensorial shopping experience and purchase intention. In
particular, this study is focused on the relationship between three luxury consumers’
characteristics (namely hedonic value, risk aversion and product availability), sensorial
shopping experience and purchase intention when traditional and display methods are
used in luxury online store. The results from the applied questionnaire completed by
200 luxury consumers show that hedonic value, risk aversion and product availability
significantly affect sensorial shopping experience for both traditional and interactive
display methods. However, they only have a significant effect on purchase intention
when sensorial shopping experience mediates the relationships. Furthermore, this
research collaborates with literature regarding luxury e-commerce and provides
managerial insights on how to optimize online stores. Lastly, this study identifies
opportunities for future research.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Luxury e-commerce purchase intention sensorial shopping experience traditional display interactive display