An Internet Consumer Buying Behavior's Study for two Luxury Fashion Brand
| Autor: | JAN JUIN THOR, 涂娟君 |
|---|---|
| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 This is an MBA program that explores and surveys two brands, Bentley and Burberry. In this paper, an in-depth interview is conducted with the fellow classmates because these students are from different countries. Mostly, the students are asked if their countries accept or do not accept with the online buying of luxury products. In general, it is evident that over the past decades, the Luxury Fashion’s scene has recorded significant changes. Besides, it has also shown the evolution of being activities of trade-driven that is dominated by successful and small businesses of family, to becoming a worldwide economic force having both the operational mechanisms and concrete structures. In the same way, the online marketplace evolvement has been substantial in the past decade. For this reason, it has taken the brands of the luxury fashion quite some time for catching up with such kind of evolution. This thesis primarily aims at providing a better understanding of the activities of the online marketplace by interviewing classmates. In light of the findings, there is a lot of potentiality in the online marketplace to favor the channel for luxury brands. Again, the paper looks at whether some obstacles in the market reflect on the attitude towards the Luxury fashion’s e-retail. However, the use of both technology and additional services helps in compensating or overcoming such obstacles in the marketplace for the luxury fashion brands. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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