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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

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  • Ryu, Sann

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.

Suggested Citation

  • Ryu, Sann, 2020. "Online luxury goods with price discount or onsite luxury goods with luxury services: Role of situation-specific thinking styles and socio-demographics," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920312613
    DOI: 10.1016/j.jretconser.2020.102253
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    References listed on IDEAS

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    1. Zhu, Ying & Meyer, Jeffrey, 2017. "Getting in touch with your thinking style: How touchscreens influence purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 51-58.
    2. Stokburger-Sauer, Nicola E. & Teichmann, Karin, 2013. "Is luxury just a female thing? The role of gender in luxury brand consumption," Journal of Business Research, Elsevier, vol. 66(7), pages 889-896.
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    Cited by:

    1. Ki, Chung-Wha (Chloe) & Li, Chunsheng & Chenn, Ashley Stevens & Chong, Sze Man & Cho, Erin, 2024. "Wiseconsumerchoices inonlinesecondhandluxury(OSHL)shopping: Anintegratedmodel ofmotivations,attitudes, andpurchaseintentions for OSHL aswise,conspicuous, andsustainableconsumption," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Yang, Bi & Li, Shanshi & Chen, Zhenyu & Mattila, Anna S., 2023. "Consumer responses to time-based sales messages," Annals of Tourism Research, Elsevier, vol. 99(C).
    3. Eloy Gil-Cordero & Pablo Ledesma-Chaves & Sunghoon Yoo & Heesup Han, 2023. "Luxury tourism and purchase intention factors: a mixed approach applied to luxury goods," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-20, December.
    4. Sestino, Andrea, 2024. "The challenge of integrating “intelligent†technologies in luxury shopping contexts: The role of brand personality appeal and consumers’ status consumption orientation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Theiss, Vanessa & Noll, Laura, 2022. "The Effect of Price Changes in Luxury Goods," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(1), pages 24-31.

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