Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

IF 3.2 4区管理学 Q2 BUSINESS

Journal of Fashion Marketing and Management Pub Date : 2021-01-05 DOI:10.1108/jfmm-05-2020-0089

Sheetal Jain

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引用次数: 20

Abstract

PurposeRecently, internet has turned out to be the fastest growing channel for luxury sales. Surprisingly, very few studies have focused on understanding the major drivers behind online luxury goods consumption, particularly in the emerging market context. Therefore, the key objectives of this study are to, first, develop a framework to understand factors affecting consumers' intention to purchase luxury fashion goods online. Second, measure the moderating effect of perceived risk and web atmospherics on the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Design/methodology/approachData were collected through structured questionnaires from a sample of 250 luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.FindingsStudy findings indicate that perceived usefulness, perceived ease of use, perceived enjoyment and price consciousness have a direct as well as an indirect relationship via attitude on online luxury purchase intention. The results also revealed that web atmospherics moderate the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Originality/valueThis is one of the first studies that explores the moderating role of perceived risk and web atmospherics in the context of luxury market. It will help luxury marketers to develop appropriate strategies for selling luxury goods online in emerging markets like India.

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考察感知风险和网络氛围对在线奢侈品购买意愿的调节作用

最近，互联网已成为奢侈品销售增长最快的渠道。令人惊讶的是，很少有研究关注在线奢侈品消费背后的主要驱动因素，尤其是在新兴市场背景下。因此，本研究的主要目标是，首先，制定一个框架来了解影响消费者在线购买奢侈时尚商品意愿的因素。第二，衡量感知风险和网络氛围对在线时尚奢侈品购买态度与在线奢侈品购买意愿关系的调节作用。设计/方法/方法数据是通过结构化问卷从250名印度奢侈品时尚消费者中收集的。收集到的数据通过验证性因子分析(CFA)和SPSS中的Hayes Process宏进行分析。研究发现，感知有用性、感知易用性、感知享受和价格意识通过态度对网上奢侈品购买意愿有直接和间接的关系。结果还显示，网络氛围调节了在线奢侈品时尚购买态度与在线奢侈品购买意愿之间的关系。原创性/价值这是第一批探讨感知风险和网络氛围在奢侈品市场背景下的调节作用的研究之一。它将帮助奢侈品营销人员制定合适的策略，在印度等新兴市场在线销售奢侈品。

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

Journal of Fashion Marketing and Management Multiple-

CiteScore

7.30

自引率

8.60%

发文量

期刊介绍： ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.