| dc.description.abstract | The purpose of this research is to give a understanding of main factors that influence the luxury goods purchase intention through Internet and also compares and contrast the motivation factors that influence the behaviour of online and in-store luxury shoppers.
After reviwing literature, related theories and previous study, the model research was conducted with 5 dimensions, namely Attitude, Subjective Norm, Ease of Use, Trust and Intention. Besides 5 hyphothesis that has produced from 5 dimensions, 6 more hypothesises is created with the aim to compare and contrast the motivation factors that influence the behaviour of online and in-store luxury shoppers through independent sample T-test method.
After distributing 500 surveys online and offline, there are 210 valid questionaires. All these data are tested with SPSS tool. After analyzing, we find that Attitute, Ease of Use and Trust have positive relationship with the online purchase intention of luxury shoppers. And we also conclude that 6 hypothesises was supported by the data.
The study have proved that there are significant differences between online luxury shoppers and in-store luxury shoppers. . These differences are Price Consciousness, Product Availability, Online Trust, Risk Aversion, Store service and shopping interaction.
Despite the limitation of this study, the finding from this study can help to suggest recommendation to luxury brands to understand what luxury shoppers actually think. This can help luxury vendors reach to their potenial market and customer. | en_US |
