Why Do Generation Y Consumers Adopt Online Luxury Technologies: A Values Approach

ERDOĞMUŞ Z. İ., ESKİYENENTÜRK G., KARAKAYA M.

Australasian Marketing Journal, cilt.29, ss.341-353, 2021 (ESCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 29
  • Basım Tarihi: 2021
  • Doi Numarası: 10.1177/1839334921999500
  • Dergi Adı: Australasian Marketing Journal
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, ABI/INFORM, Psycinfo
  • Sayfa Sayıları: ss.341-353
  • Anahtar Kelimeler: online luxury values, Generation Y, technology acceptance model, luxury websites, online luxury shopping, USER ACCEPTANCE, PERCEIVED EASE, BEHAVIORAL INTENTION, PURCHASE INTENTION, STATUS CONSUMPTION, VALUE PERCEPTIONS, BRAND EQUITY, E-COMMERCE, MODEL, IMPACT
  • Marmara Üniversitesi Adresli: Evet

Özet

This paper investigates how luxury values act as antecedents of Generation Y consumer's adoption of online luxury purchasing technologies. Research findings based on 509 Generation Y luxury consumers in Turkey reveal that well-accepted luxury consumer values-namely functional, hedonic, social values -as well as product availability play a significant role on Generation Y consumers' acceptance of online luxury purchasing technologies. Price consciousness value, which is an essential consumer value of online marketing, is not a significant antecedent in the model. Furthermore, the results of the study also demonstrate that perceived ease of use does not directly impact attitude toward purchasing luxury online. In that way, this research extends the technology acceptance model for online luxury purchasing. Based on the findings, key theoretical and practical implications are explored and discussed.