Le paradoxe de la distribution des marques de luxe face à l’e-commerce: proposition d’une typologie de consommateurs et de son évolution dans le temps

Nathalie Veg-Sala (nathalie.veg.sala@gmail.com) and Angy Geerts (angy.geerts@umons.ac.be)
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Nathalie Veg-Sala: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Angy Geerts: UMONS - Université de Mons / University of Mons

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Abstract: The paradox of the distribution of luxury brands regarding e-shopping: evolution of consumers' attitudes and behaviors The use of e-shopping in the luxury industry represents both an opportunity and a threat and strengthens the distribution paradox of the luxury brands between diffusion and exclusivity. The objectives of this paper are to bring about a better understanding of the attitudes and behaviors of luxury consumers and to study their evolu- tions. Using a double methodology, qualitative and quantitative (with two data collections in 2010 and 2014), a threefold typology of the luxury consumers according to their profile and luxury levels is developed. Theoretical and managerial implications are highlighted.

Keywords: luxury; e-shopping; typology of consumers; levels of luxury; luxe; e-commerce; typologie des consommateurs; niveaux de luxe (search for similar items in EconPapers)
Date: 2015-12-14
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2015, 80, pp.69-85. ⟨10.7193/DM.080.69.85⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309673

DOI: 10.7193/DM.080.69.85

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