Why Do Generation Y Consumers Adopt Online Luxury Technologies: A Values Approach

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2021-03-24 DOI:10.1177/1839334921999500

I. Erdogmus, Gülsu Eskiyenentürk, Melisa Karakaya Arslan

引用次数: 3

Abstract

This paper investigates how luxury values act as antecedents of Generation Y consumer’s adoption of online luxury purchasing technologies. Research findings based on 509 Generation Y luxury consumers in Turkey reveal that well-accepted luxury consumer values-namely functional, hedonic, social values -as well as product availability play a significant role on Generation Y consumers’ acceptance of online luxury purchasing technologies. Price consciousness value, which is an essential consumer value of online marketing, is not a significant antecedent in the model. Furthermore, the results of the study also demonstrate that perceived ease of use does not directly impact attitude toward purchasing luxury online. In that way, this research extends the technology acceptance model for online luxury purchasing. Based on the findings, key theoretical and practical implications are explored and discussed.

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为什么Y世代消费者采用在线奢侈品技术：一种价值观方法

本文研究了奢侈品价值观如何成为Y一代消费者采用在线奢侈品购买技术的前因。基于509名土耳其Y世代奢侈品消费者的研究结果显示，被广泛接受的奢侈品消费者价值观——即功能、享乐、社会价值观——以及产品的可获得性，在Y世代消费者接受在线奢侈品购买技术方面发挥了重要作用。价格意识价值是网络营销中必不可少的消费者价值，在模型中并不是一个重要的先行项。此外，研究结果还表明，感知易用性并不直接影响在线购买奢侈品的态度。通过这种方式，本研究扩展了在线奢侈品购买的技术接受模型。在此基础上，探讨了关键的理论和实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.