Exploring Colombian Digital Buyers of Luxury Jewellery: Segment Exploration (FIMIX-PLS)

Javier A. Sánchez-Torres (), Liliana Agudelo-Escobar, Francisco-Javier Arroyo-Cañada (), Ana Argila-Irurita () and Maria-Luisa Sole-Moro ()
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Javier A. Sánchez-Torres: University of Medellin
Liliana Agudelo-Escobar: University of Medellin
Francisco-Javier Arroyo-Cañada: University of Barcelona
Ana Argila-Irurita: University of Barcelona
Maria-Luisa Sole-Moro: University of Barcelona

A chapter in Advances in Digital Marketing and eCommerce, 2023, pp 156-177 from Springer

Abstract: Abstract Jewels are items of personal adornment that has been a part of human expression throughout history as goods with multiple tangible and intangible meanings. The evolution of commercial transactions linked to the use of the Internet has promoted the use of this digital channel for the purchase and sale of jewellery. However, it is not yet clear if, due to the nature of jewellery, people carry out this purchase process in the same way through e-commerce as in physical stores. This study explores a research gap on the elements that determine the purchase of jewellery through e-commerce and applies a structural equation model using the partial least squares methodology. The results show that some essential elements of the physical purchase are maintained, but that buyers are also aware of the advantages and limitations of e-commerce. Also, through segment exploration, two possible types of digital buyers of jewellery are identified. The contribution of this research lies in adding to the development of the line of research on digital distribution channels, specifically for luxury jewellery in Colombia.

Keywords: Purchase; Luxury jewellery; Segment exploration; e-commerce; Behaviour (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-31836-8_20

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DOI: 10.1007/978-3-031-31836-8_20

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