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Online luxury goods with price discount or onsite luxury goods with luxury services: Role of situation-specific thinking styles and socio-demographics

Title
Online luxury goods with price discount or onsite luxury goods with luxury services: Role of situation-specific thinking styles and socio-demographics
Author
류상희
Keywords
Luxury goods; Luxury services; Situation-specific rational thinking style; Situation-specific experiential thinking style; Attitudes
Issue Date
2020-11
Publisher
ELSEVIER SCI LTD
Citation
JOURNAL OF RETAILING AND CONSUMER SERVICES, v. 57, article no. 102253, page. 1-9
Abstract
Today, the luxury goods and service market is growing faster than ever. However, despite its growth, we do not know much about the ways in which consumers choose to shop online or in store when buying luxury goods. We also lack insight into the factors that can affect such luxury consumption decisions. The purpose of this study is to investigate whether consumers prefer to buy luxury goods online at a discounted price or would rather buy luxury goods in store with additional luxury services at a cover price. This study also examines the extent to which such decisions can be driven by their situation-specific thinking styles as well as other socio-demographic variables. The results show that participants adopted a rational thinking style when deciding to buy luxury goods online with price discounts. On the other hand, an experiential thinking style was evoked when participants chose to visit a store offering luxury brands and luxury services. In addition to momentary thinking orientations, gender as well as income were found to be relevant to a consumer's choice in a shopping platform when seeking luxury brands. More details about the study's findings and their implications are discussed below.
URI
https://www.sciencedirect.com/science/article/pii/S0969698920312613?via%3Dihubhttps://repository.hanyang.ac.kr/handle/20.500.11754/172184
ISSN
0969-6989; 1873-1384
DOI
10.1016/j.jretconser.2020.102253
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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