La nueva modalidad de los compradores de lujo: centrándose en las experiencias personalizadas
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Este artículo examina el comportamiento de compra online de los consumidores asiáticos respecto a los productos de lujo. El estudio consiste en un análisis cuantitativo de los datos recopilados de los consumidores de la Generación Y en los mercados emergentes de Asia. Los resultados muestran que el valor de “salvar las apariencias” es el factor más influyente en la determinación de la intención de compra de artículos de lujo, mientras que la experiencia personal no tiene una fuerte influencia en la intención de compra. Esto sugiere que la experiencia personalizada, que recientemente atrajo la atención de los investigadores como un factor importante en los contextos occidentales, aún no tiene una influencia directa en el comportamiento de los compradores de lujo en los mercados emergentes, en los que se sigue pagando precios superiores para “salvar la apariencia”. Los resultados proporcionan una referencia útil para el desarrollo de estrategias de marketing de bienes de lujo en los mercados emergentes de Asia.
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