Title: Technology influence on purchase intention with respect to luxury fashion

Authors: Soumya Soni; Bhuvanesh Kumar Sharma; Sunil Mishra; Haldhar Sharma

Addresses: Symbiosis Institute of Business Management, Symbiosis International (Deemed to be University), Pune, India ' Symbiosis Institute of Business Management, Symbiosis International (Deemed to be University), Pune, India ' Department of Management and Commerce, Medi-Caps University, Madhya Pradesh, India ' Department of Management and Commerce, Medi-Caps University, Madhya Pradesh, India

Abstract: A luxury item communicates distinct social and cultural values to consumers through its product or brand. An infinite number of high-end fashion products, distribution channels, and price points are available to consumers worldwide. We can see that people are becoming more and more drawn to jewellery in our immediate environment. Due to people's attraction to jewellery, the industry is a research focus. Thus, the current study focuses on India's online jewellery retail market. For this particular study, a quantitative approach has been used. The present study expands on prior research through empirical analysis and a quantitative investigation. The study shows that hedonic and fashion consciousness significantly determine consumer purchase intentions for luxury (jewellery) products. We are analysing whether the same variables will influence online shopping. The research paper will benefit marketing practitioners, notably in segmentation, targeting, and positioning with luxury product marketing.

Keywords: luxury; fashion; jewellery; consumer; buying behaviour; online shopping; hedonism; fashion consciousness; self-gratification; purchase intention; ANOVA; technology; digitalisation; multiple regression analysis.

DOI: 10.1504/IJICBM.2024.139001

International Journal of Indian Culture and Business Management, 2024 Vol.32 No.1, pp.98 - 113

Received: 17 Sep 2022
Accepted: 01 Jan 2023
Published online: 07 Jun 2024 *

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