The impact of the e-commerce in consummer behaviour. How does e-commerce impact the purchasing decisions of luxury consumers? / Charlotte MARTINELLI / 2021

Titre : The impact of the e-commerce in consummer behaviour. How does e-commerce impact the purchasing decisions of luxury consumers? Type de document : Mémoire Auteurs : Charlotte MARTINELLI, Auteur Année de publication : 2021 Importance : 61 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; DISTRIBUTION ; EMOTION ; MEDIA Résumé : The advent of e-commerce is felt in all sectors and types of industry. However, its impact and repercussions are different in the luxury sector. Indeed, when we compare the definition and characteristics of e-commerce with those of luxury, a paradox emerges. How can we combine a platform that is accessible to everyone at any time of the day with products that advocate rarity, exclusivity and preciousness? This is the starting point of the analysis of the thesis, which will show us how luxury has already integrated e-commerce into its sales, what are the benefits and harms, how customers react to these online purchases, what are the repercussions on the mentalities of customers and in parallel on the sales of the houses, what roles are also played by networks and social media that are also linked to e-commerce, what do they bring to luxury and in return what do they deteriorate within the houses, how are they accepted by the different generations of luxury customers, what are the challenges of the luxury houses to overcome these obstacles and satisfy the entire clientele while preserving its DNA, its heritage and its values which make its success and its reputation. Our thesis question which is “How does e-commerce impact the purchasing decisions of luxury consumers?” will help us answer all these questions that are the resultof the evolution of our generation, with the explosion of online sales, with the constant creation of new platforms on the web. Indeed, by 2025, forecasts estimate that 25% of the market value of luxury home businesses will be made via the internet (Altagamma, 2018). Thanks to a qualitative analysis conducted through 13 interviews, we came to the conclusion that e-commerce has become indispensable for luxury houses (current health situation requires), but that its use is not unanimous among the different categories of consumers (traditional customers VS Millennials). Their wishes, habits and mentalities are ambivalent, which leads luxury brands to rethink the online customer experience, to optimize the omni channel, to ensure the homogeneity of their platform so that customers find the DNA of the brand wherever they are and identify with it. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538843