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首页> 外文期刊>International Journal of Retail & Distribution Management >Imperative challenge for luxury brands Generation Y consumers' perceptions of luxury fashion brands' e-commerce sites
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Imperative challenge for luxury brands Generation Y consumers' perceptions of luxury fashion brands' e-commerce sites

机译：奢侈品品牌的当务之急Y一代消费者对奢侈品时尚品牌的电子商务网站的看法

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Purpose The purpose of this paper is to examine whether any differences exist between high- and low/middle-income Generation Y luxury consumers in terms of their service quality perceptions on luxury fashion brands' own official e-commerce sites. Design/methodology/approach This study focused on actual luxury consumers who purchased luxury fashion items from luxury fashion brands' e-commerce sites. An online survey asked participants to evaluate their perceptions of e-service attributes available on luxury fashion brands' own official e-commerce sites based on their experience with the site. A total of 123 usable respondents obtained. Findings Of the nine e-service quality dimensions identified, efficiency and web appearance were significant dimensions affecting high-income Generation Y luxury fashion consumers' overall e-satisfaction. For low/middle-income Generation Y luxury fashion consumers, order/delivery management, personalization and trust were crucial factors that affected overall e-satisfaction. Originality/value Despite the growth of luxury e-commerce sales and the increasing interest in luxury consumption by consumers from a variety of demographic groups, little research has focused on how luxury consumers perceive luxury brands' own official e-commerce site and how luxury fashion brands develop their own e-commerce sites to meet demographically dissimilar customers' necessities. The findings of the study provide valuable practical implications to luxury fashion brands by proving that luxury consumers are unalike and that their perceptions on e-service quality are dissimilar based on different income levels.
机译：目的本文的目的是研究在Y一代高收入和低/中等收入的奢侈品消费者之间对奢侈品时尚品牌自己的官方电子商务网站的服务质量看法是否存在差异。设计/方法/方法这项研究主要针对从奢侈品牌的电子商务网站购买奢侈品的实际奢侈品消费者。一项在线调查要求参与者根据对奢侈品牌自己的官方电子商务网站的体验，评估他们对电子商务服务属性的看法。总共获得123位可用的受访者。调查结果在确定的9个电子服务质量维度中，效率和网站外观是影响Y代高收入时尚消费者整体电子满意度的重要维度。对于低/中等收入的Y世代奢侈品消费者来说，订单/送货管理，个性化和信任是影响整体电子满意度的关键因素。原创性/价值尽管奢侈品电子商务的销售增长，并且来自不同人口群体的消费者对奢侈品消费的兴趣不断增加，但很少有研究集中在奢侈品消费者如何看待奢侈品牌自己的官方电子商务网站以及奢侈品时尚品牌开发自己的电子商务站点，以满足人口统计学上不同的客户的需求。这项研究的结果通过证明奢侈品消费者并不喜欢奢侈品消费者，并且基于不同的收入水平，他们对电子服务质量的看法也不相同，从而为奢侈品时尚品牌提供了宝贵的实践意义。

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