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Exploring Colombian Digital Buyers of Luxury Jewellery: Segment Exploration (FIMIX-PLS)

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Javier A. Sánchez-Torres

    (University of Medellin)

  • Liliana Agudelo-Escobar

    (University of Medellin)

  • Francisco-Javier Arroyo-Cañada

    (University of Barcelona)

  • Ana Argila-Irurita

    (University of Barcelona)

  • Maria-Luisa Sole-Moro

    (University of Barcelona)

Abstract

Jewels are items of personal adornment that has been a part of human expression throughout history as goods with multiple tangible and intangible meanings. The evolution of commercial transactions linked to the use of the Internet has promoted the use of this digital channel for the purchase and sale of jewellery. However, it is not yet clear if, due to the nature of jewellery, people carry out this purchase process in the same way through e-commerce as in physical stores. This study explores a research gap on the elements that determine the purchase of jewellery through e-commerce and applies a structural equation model using the partial least squares methodology. The results show that some essential elements of the physical purchase are maintained, but that buyers are also aware of the advantages and limitations of e-commerce. Also, through segment exploration, two possible types of digital buyers of jewellery are identified. The contribution of this research lies in adding to the development of the line of research on digital distribution channels, specifically for luxury jewellery in Colombia.

Suggested Citation

  • Javier A. Sánchez-Torres & Liliana Agudelo-Escobar & Francisco-Javier Arroyo-Cañada & Ana Argila-Irurita & Maria-Luisa Sole-Moro, 2023. "Exploring Colombian Digital Buyers of Luxury Jewellery: Segment Exploration (FIMIX-PLS)," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López (ed.), Advances in Digital Marketing and eCommerce, pages 156-177, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-31836-8_20
    DOI: 10.1007/978-3-031-31836-8_20
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