Online Retailers Versus Branded Retail Stores: Perceived Value and Purchase Intention of Luxury Fashion Brands

The paper compares the perceived value and purchase intention of a luxury fashion brand when it is distributed via a branded luxury store versus when it is distributed by an online retailer of fashion clothing. Using a two cell experimental design, respondents were asked to rate their perceived value of the brand and purchase intent after being shown either an image of the brand being retailed from an actual store, or a screenshot of the brand being retailed by a real online retailer. Respondents viewing the online screenshot rated perceived convenience and price value higher than respondents viewing the traditional brand store who rated functional value higher. Purchase intention from the online retailer was positively influenced by emotional and convenience value while purchase intention from the branded store was positively influenced by social and financial value.

Citation:

Nur Aziemah Othman, Graham Ferguson, and Steffen Zorn (2012) ,"Online Retailers Versus Branded Retail Stores: Perceived Value and Purchase Intention of Luxury Fashion Brands", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 387-390.