Semester of Graduation

summer 2019

Degree

Master of Science (MS)

Department

Textiles, Apparel, and Merchandising

Document Type

Thesis

Abstract

Over the past few years, changes in technology, especially the increased use of online shopping, has impacted fashion retailers. Many brands, such as luxury brands, have recognized the online shopping potential and have engaged in setting up their websites in ways that are geared towards meeting luxury consumers’ online shopping needs. Previous research has examined consumers’ luxury consumptions, but there is no known study that has examined young consumers online luxury consumption and which value perceptions can impact shopping intentions. Therefore, the purpose of the current study is to shed some light on understanding young consumers’ online luxury consumption. Specifically, to assess the effects of moderating variables, (i.e., website visual appeal, attitudes towards the website, and luxuriousness of the displayed products), on luxury value perceptions and online luxury consumption.

Data were collected from a convenience sample of college students between the ages of 18-35 via an online survey. The final sample consisted of 141 participants. A series of multiple regressions and MANOVA were employed to test all the hypotheses. Results revealed that online luxury consumption is impacted by three dimensions of luxury value (i.e., social, economic, and quality). However, the use of different online shopping platforms such as multi-brand retailers does not significantly impact online luxury consumption. The results add to existing literature related to consumers’ luxury consumption. Future research may focus on the difference between different age groups of luxury consumers.

Committee Chair

Chuanlan Liu

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