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An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context

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  • Beuckels, Emma
  • Hudders, Liselot

Abstract

The current study investigates whether image interactivity can positively influence luxury perceptions in a virtual shopping environment, by offering shoppers a feeling of telepresence. 185 respondents were referred to either an image interactive or non-interactive virtual luxury store and completed an online questionnaire afterwards to measure their luxury perception. The results of this study show that image interactivity leads to higher perceptions of exclusivity, quality, hedonism and extended self due to a higher perceived telepresence. This study offers some guidelines for luxury brands to retain their luxury perception high in a virtual shopping environment.

Suggested Citation

  • Beuckels, Emma & Hudders, Liselot, 2016. "An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 135-142.
    • Handle: RePEc:eee:joreco:v:33:y:2016:i:c:p:135-142
    DOI: 10.1016/j.jretconser.2016.08.014
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    References listed on IDEAS

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    Cited by:

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    8. Giao, Ha Nam Khanh & Tuan, Huynh Quoc, 2021. "Intention To Buy Air Ticket Online of Vietnamese Consumers," OSF Preprints d5uh8, Center for Open Science.
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    15. Baker, Jeff & Ashill, Nick & Amer, Noha & Diab, Ekram, 2018. "The internet dilemma: An exploratory study of luxury firms’ usage of internet-based technologies," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 37-47.
    16. Di Fatta, Davide & Patton, Dean & Viglia, Giampaolo, 2018. "The determinants of conversion rates in SME e-commerce websites," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 161-168.
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    18. Qiulai Su & Fei Zhou & Yenchun Jim Wu, 2020. "Using Virtual Gifts on Live Streaming Platforms as a Sustainable Strategy to Stimulate Consumers’ Green Purchase Intention," Sustainability, MDPI, vol. 12(9), pages 1-15, May.
    19. Park, Minjung & Yoo, Jungmin, 2020. "Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
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    22. Spielmann, Nathalie & Mantonakis, Antonia, 2018. "In virtuo: How user-driven interactivity in virtual tours leads to attitude change," Journal of Business Research, Elsevier, vol. 88(C), pages 255-264.
    23. Yu, Shubin & Hu, Yangjuan, 2020. "When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
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