An exploratory study of Turkish consumers' online shopping behaviour of luxury fashion goods
Başlık çevirisi mevcut değil.
- Tez No: 797309
- Danışmanlar: DR. HİROKO OE
- Tez Türü: Yüksek Lisans
- Konular: Ekonomi, Uluslararası Ticaret, Economics, International Trade
- Anahtar Kelimeler: Online shopping behaviour, purchase intention, luxury consumption, luxury fashion goods, online luxury shopping
- Yıl: 2017
- Dil: İngilizce
- Üniversite: Bournemouth University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 104
Özet
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Özet (Çeviri)
Purpose: This research project presents an academic reference relevant to online shopping and luxury shopping behaviour contexts and provides marketing reference for online luxury fashion retailers in Turkish market. This study has aimed to investigate Turkish consumers' online shopping behaviour of luxury fashion goods. In doing so, the impact of factors on consumers' purchase intention has been explored and assessed in order to provide useful marketing material for marketers and practitioner to follow in their marketing strategy. Methodology: This research used positivist philosophy and deductive approach and employed online survey to gather quantitative data. The data were collected from 305 Turkish participants and analysed using SPSS Version 24. Findings: This research project found that Turkish consumers place importance on variety seeking, convenience and conspicuous consumption factors when shopping luxury fashion goods online. Additionally, findings revealed that there is a significant difference between Millennial and older consumers' purchase intention and attitudes towards price consciousness, variety seeking and online trust factors. Practical Implications: Online luxury fashion retailers running business in Turkish market should determine their marketing strategy by considering the factors (variety seeking, convenience, conspicuous consumption) that have significant impact on Turkish consumers' purchase intention and differences between shopping behaviour of Millennials and older consumers. Value: This research project is the first exploratory study on Turkish consumers' online shopping behaviour of luxury fashion goods. This study investigated the significant factors of purchase intention and the differences between consumer groups' shopping behaviour.
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