【摘 要】
：
Online shopping had been very hot since a few years ago.Chanel opened an online store a few years ago but sales volume is general,but generic brands were sold better than the real store.Why luxury onl
【机 构】
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Shanghai university,School of management
【出 处】
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香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校
论文部分内容阅读
Online shopping had been very hot since a few years ago.Chanel opened an online store a few years ago but sales volume is general,but generic brands were sold better than the real store.Why luxury online stores are in a general sales and ultimately get offline soon? This year,Chanel,Burberry and Van Cleef & Arpels set up the online shops again.What about the results? Based on this phenomenon,this paper researched the influencing factors that affect consumers to buy luxury goods via online channel.The paper aimed to summarize the reasons and offer advice to luxury brands in online shopping.Research indicated that the difference of online channel and real store mainly reflected in the logistics service quality,store image,price and online store attributes these four aspects,especially,the price and the logistics had the greatest influence on consumers perceived risk and purchase intention.The cost of the online shop in Generic brand is lower than the real store.It will make customers enjoy more benefits.The research showed that the online store is not suitable for the luxury online stores.If online luxury prices keep consistent with the real shop prices,the consumers ability of perceived risk will be reduced.Logistics service quality on consumer perceived risk of online purchasing luxury goods have a negative impact.The positive influence on purchasing intention will happen if network image and store in style are similar.Official online store attribute has a negative effect on perceived risk.Men and women has different performance on different factors.Men is more care about the price difference and the logistics service quality than women.
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