QIAN, WENJUN (2010) TRANSFERRING LUXURY FASHION PHYSICAL STORES TO THE INTERNET. [Dissertation (University of Nottingham only)] (Unpublished)

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The Internet penetration is on the rise at a high pace worldwide, which produced many opportunities to increase the efficiency of online shopping behaviour by improving the availability of product information, enabling direct multi-attribute comparisons, and reducing buyer search costs (Childers et al., 2001). In very recent years, luxury groups are finally warming to the Internet (Kapferer, 2000), lured by surging sales and a wider audience for their brands. The demand for global luxury online sales is on the increase (Okonkwo, 2005) though lingering suspicions could limit the level of online penetration compared with the wider retail sector.

The paper reviews the published evidence on the impact of e-commerce upon the luxury fashion traditional retail and addresses the issues of how to develop the Internet as a powerful branding tool (Simmons, 2007) for luxury fashion brands so as to increase luxury fashion online shopping. The purpose of this paper is to seek for the consumer motivations of purchasing luxury fashion goods at online stores as well as what is luxury online value proposition. The author investigates how to successfully transfer luxury fashion physical stores to the Internet. This study examines luxury fashion consumers‘ attitudes towards various aspects of luxury fashion online shopping. The results of the study indicate the different generations have different opinions about luxury fashion online shopping. Furthermore, interesting findings argued the gender differences in luxury fashion online shopping perceptions and the online pricing issue of consumer decision making in online shopping environment. Finally, there is the evidence that online brand community has a significant effect on consumers‘ decision-making processes while doing luxury fashion online shopping. Accordingly, implications and recommendations for managers and future research directions are discussed.

Item Type: Dissertation (University of Nottingham only)
Keywords: Luxury Fashion, E-commerce, Luxury Online Shopping, Online Community, Co-create Value
Depositing User: EP, Services
Date Deposited: 20 Jan 2011 13:15
Last Modified: 12 Sep 2016 14:03

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