Motivations of luxury e-shoppers: from « need for status » to « need for cognition »

Les motivations des e-shoppers du luxe: du « need for status » au « need for cognition »

Delphine Canonge Dumas, Virginie Thevenin and Virginie de Barnier ()
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Delphine Canonge Dumas: LARJE - Laboratoire de Recherches Juridique et Economique - UNC - Université de la Nouvelle-Calédonie, UNC - Université de la Nouvelle-Calédonie
Virginie Thevenin: IPAG Business School
Virginie de Barnier: LARJE - Laboratoire de Recherches Juridique et Economique - UNC - Université de la Nouvelle-Calédonie, UNC - Université de la Nouvelle-Calédonie

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Abstract: This article aims to understand the motivations of luxury e-shoppers, to see if they differ from the classic motivations for buying luxury products. Three qualitative studies are conducted: a netnography, interviews with luxury and digital experts, and interviews with luxury consumers. The results show that new motivations are emerging for online luxury consumers, who are more inclined towards "need for cognition" than "need for status".

Keywords: Value theory; e-commerce; need for status; need for cognition; variety seeking; motivations; Théorie de la valeur; luxe; besoin de statut; besoin de connaissance; recherche de variété (search for similar items in EconPapers)
Date: 2025-03-21
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Published in Question(s) de Management, 2025, nº 53 (1), pp.15-26. ⟨10.3917/qdm.233.0015⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05091523

DOI: 10.3917/qdm.233.0015

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