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A comparative study of customer experience in online second-hand luxury fashion retail vs. traditional luxury retail
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Resumo(s)
This paper compares customer experience in traditional luxury retail and online second-hand
luxury platforms. It investigates the effects of personalisation, trust, and perceived value on
consumer satisfaction and repurchase intention through the lens of theoretical models. Survey
data reveals that the identified relationships persist in both contexts but vary in intensity
depending on the channel type. The importance of trust and value increases in online
environments because risk and sustainability become more significant factors. This research
provides theoretical insights for customer experience in hybrid luxury markets and practical
advice to develop strategies for physical and digital channels.
Descrição
Palavras-chave
Customer experience Brand experience Luxury brands Customer behaviour