Loading...
Publication
MODA DE LUXO ONLINE: as motivações do consumidor e a influência geracional na compra online de moda de luxo
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 759.98 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este trabalho de investigação aborda as motivações e influências geracionais na compra de moda de luxo online, com foco nas gerações Y e Z. O objetivo principal é compreender os fatores que impulsionam a intenção de compra de moda de luxo no site oficial da marca. A meteodologia aplicada foi quantitativa, a pesquisa utiliza um questionário online com uma participação de 319 inquiridos de nacionalidade portuguesa. Os resultados revelam que a experiência com a marca, a credibilidade da marca, a estética do site e a familiaridade com a marca influenciam positivamente a intenção de compra de moda de luxo online. Salientando a importância da experiência prévia obtida com a marca de luxo, a mesma influencia bastante a experiencia no site oficial da marca. No entanto, não se observou uma influência significativa das diferentes gerações na intenção de compra. Os resultados da investigação têm implicações importantes para os profissionais de marketing e empresas que procuram perceber e direcionar as suas estratégias para que estas possam atender às necessidades e preferências dos consumidores de moda de luxo online.
This research work addresses the motivations and generational influences on the online luxury fashion purchase, with a focus on Generations Y and Z. The main objective is to understand the factors driving the intention to purchase luxury fashion on the brand's official website. The applied methodology was quantitative, utilizing an online questionnaire with the participation of 319 Portuguese respondents. The results reveal that brand experience, brand credibility, website aesthetics, and brand familiarity positively influence the intention to purchase luxury fashion online. It is worth highlighting the importance of prior experience with the luxury brand, as it significantly influences the experience on the brand's official website. However, no significant influence of different generations on purchase intention was observed. The research findings have significant implications for marketing professionals and companies seeking to understand and tailor their strategies to meet the needs and preferences of online luxury fashion consumers.
This research work addresses the motivations and generational influences on the online luxury fashion purchase, with a focus on Generations Y and Z. The main objective is to understand the factors driving the intention to purchase luxury fashion on the brand's official website. The applied methodology was quantitative, utilizing an online questionnaire with the participation of 319 Portuguese respondents. The results reveal that brand experience, brand credibility, website aesthetics, and brand familiarity positively influence the intention to purchase luxury fashion online. It is worth highlighting the importance of prior experience with the luxury brand, as it significantly influences the experience on the brand's official website. However, no significant influence of different generations on purchase intention was observed. The research findings have significant implications for marketing professionals and companies seeking to understand and tailor their strategies to meet the needs and preferences of online luxury fashion consumers.
Description
Keywords
Moda de Luxo Online Geração Y Geração Z Comportamento do Consumidor Experiência Credibilidade Estética do Site Familiaridade Intenção de Compra