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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

The paradox of the distribution of luxury brands regarding e-shopping: evolution of consumers' attitudes and behaviors The use of e-shopping in the luxury industry represents both an opportunity and a threat and strengthens the distribution paradox of the luxury brands between diffusion and exclusivity. The objectives of this paper are to bring about a better understanding of the attitudes and behaviors of luxury consumers and to study their evolu- tions. Using a double methodology, qualitative and quantitative (with two data collections in 2010 and 2014), a threefold typology of the luxury consumers according to their profile and luxury levels is developed. Theoretical and managerial implications are highlighted.

Suggested Citation

  • Nathalie Veg-Sala & Angy Geerts, 2015. "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," Post-Print hal-02309673, HAL.
    • Handle: RePEc:hal:journl:hal-02309673
    DOI: 10.7193/DM.080.69.85
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    Cited by:

    1. Geerts, Angy & Masset, Julie, 2022. "Luxury tourism through private sales websites: Exploration of prestige-seeking consumers’ motivations and managers’ perceptions," Journal of Business Research, Elsevier, vol. 145(C), pages 377-386.

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