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The paradox of the distribution of luxury brands regarding e-shopping: Cluster analysis and evolution of consumers’ attitudes and behaviors according to their profile and levels of luxury
[Le paradoxe de la distribution des marques de luxe face à l'e- commerce : proposition d'une typologie de consommateurs et de son évolution dans le temps]

Author

Listed:
  • Nathalie Veg-Sala

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • Angy Geerts

    (UMONS - Université de Mons / University of Mons)

Abstract

A la fois source d'opportunités et de menaces, l'utilisation de l'e-commerce dans le secteur du luxe intensifie le paradoxe de la distribution des marques de luxe entre diffusion et sélectivité. Les objectifs de cet article sont de mieux appréhender les attitudes et les comportements des consommateurs de luxe envers l'e-commerce et d'étudier leurs évolutions. A l'aide d'une double méthodologie, qualitative et quantitative (avec une double collecte de données en 2010 et 2014), une typologie des consommateurs de luxe en fonction de leur profil et des niveaux de luxe est développée. Des implications théoriques et managériales en sont déduites.

Suggested Citation

  • Nathalie Veg-Sala & Angy Geerts, 2015. "The paradox of the distribution of luxury brands regarding e-shopping: Cluster analysis and evolution of consumers’ attitudes and behaviors according to their profile and levels of luxury [Le parad," Post-Print hal-01525468, HAL.
    • Handle: RePEc:hal:journl:hal-01525468
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01525468
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Luxe; e-commerce; typologie des consommateurs; niveaux de luxe;
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