New mode of luxury shoppers: focusing on personalised experiences
نویسندگان
چکیده
This article examines the online luxury product purchasing behaviour of Asian consumers. The study consists a quantitative analysis data collected from Generation Y consumers in emerging markets Asia. results show that face-saving value is most influential factor determining goods purchase intention, while personal experience does not have strong influence on intention. suggests personalised experience, which has recently attracted researchers’ attention as significant Western contexts, yet direct shoppers markets, where they continue to pay premium prices mantain their face. provide useful reference for development marketing strategies sector.
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ژورنال
عنوان ژورنال: REDMARKA
سال: 2022
ISSN: ['1852-2300']
DOI: https://doi.org/10.17979/redma.2022.26.2.9174