TY  - JOUR
T1  - A Comparison of Consumer Behavior Towards Luxury Goods: Online vs. In-Store
AU - Khashayari, Pejman AU - Aminilari, Mansoor 
JO  - International Business Management
VL  - 10
IS  - 6
SP  - 1072
EP  - 1078
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.1072.1078
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.1072.1078
KW  - Online shopping
KW  -in-store shopping
KW  -customer purchase behavior
KW  -luxury goods
KW  -service
AB  - The objective of this study is to compare how online and in-store shoppers behave towards luxury
goods. The study is a descriptive survey with applied goals. The statistical population includes in-store and
online customers of luxury watches in the city of Isfahan. Due to its complicated nature, the population was
assumed to be infinite. A questionnaire was used as the data collection instrument. Patrons at several luxury
watch stores in the city were asked to participate in the study. Furthermore, a number of online stores carrying
luxury watches were contacted to help with the study. In compliance with privacy policies, copies of the
questionnaire were sent to online customers by store administrators, as the researchers were not granted access
to customer emails. The samples were inherently mixedin terms of online or in-store shopping experience.
Therefore, the first item of the questionnaire asked participants to rate their tendency toward shopping luxury
goods online. Sample size was determined using the designated formula yielding 368. Accordingly, a total of
370 questionnaires were collected from online and offline sources. Analysis of the data revealed that
122 individuals intended to buy luxury goods online or had previous experience doing so. This group was
labeled as “online shoppers” (average rating above 3) and the remaining participants were classified as “in-store
shoppers” (average rating below 3). Our findings show that onlineshoppers of luxury watches highly value
convenience and access. Moreover, online stores enable them to compare prices and find the best deals. They
claim to be price-conscious. However, they are more trusting and take more risks, as opposed to in-store
customers who regard personalized service and personal interactions as important.
ER  -