Thai consumers' perception and purchasing behavior of luxury fashion brands: the effect of official online stores.

Abstract

Online media become the most power channels recently. It helps brands advertise with less cost, faster, traceable and reach more audience. The advance in technology has created a new channel to sell, but luxury fashion brands are reluctant to implement because they worried that their value of luxury will be diluted based on six dimensions of luxury’ theory of Dubois, Laurent and Czellar. The researcher has designed pilot questionnaire and in-depth interview questions according to this theory. The findings from this paper show that Thai consumers are not willing to purchase from official online stores in Thailand due to poor quality of delivery service in Thailand and the extra cost of shipping, includes tax fee. But the researcher cannot conclude that the official online stores have effected a perception towards the level of luxury or not because the answers are inconsistent and research limitations. Moreover, the researcher provides suggestions and implementation to utilize the online media due to consumer behavior in Thailand and indicates aspects that have not been analyzed in details in the thematic paper but worth studying further.