Selling luxury products online: the effect of a quality label on risk perception and purchase intention

Publication Date: Thursday 11 May 2017
Author(s): Shubin Yu; Liselot Hudders & Verolien Cauberghe
Appeared in: The Mystique of Luxury Brands Conference


Many luxury brands and online retailers are struggling with how to sell luxury products online. Purchasing such premium-priced brands online implies a high level of risk for consumers since their evaluation of the products cannot be based on direct and tangible experiences with the product. This study suggests that retailers can diminish risk perceptions by adding a quality label to a luxury product. However, the effectiveness of such quality label may depend on the cultural orientation of the consumer (i.e., uncertainty avoidance, UA).

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