Luxury fashion ecommerce strategies: the effects of accessibility in ecommerce on luxury fashion purchase intentions.

Abstract

Objectives The main objective of this research was to identify the effects of accessibility in ecommerce on consumers’ luxury value perceptions and purchase intentions. In addition to this, the moderating role of luxury democratization on these relationships was researched.

Summary The research began with an analysis of existing literature and research related to the key concepts of luxury fashion, luxury ecommerce, luxury value perceptions, luxury purchase intentions and luxury democratization. Based on the literature review a conceptual framework and research survey were created. Data from the 107 survey responses were then analyzed to test for the hypotheses presented in the conceptual framework. Lastly, the main findings and implications from the research were explicated.

Conclusions Accessibility in ecommerce was found to have a non-significant effect on luxury value perceptions and purchase intentions. Furthermore, the mediating role of luxury value perceptions on luxury fashion ecommerce and luxury purchase intentions was found to be non-significant. Similarly, the moderating role of luxury democratization was found to be non-significant. While there was no statistical support for mediation or moderation, the research found evidence for the relationship between luxury value perceptions and luxury purchase intentions.