New mode of luxury shoppers: focusing on personalised experiences

This article examines the online luxury product purchasing behaviour of Asian consumers. The study consists of a quantitative analysis of data collected from Generation Y consumers in emerging markets in Asia. The results show that face-saving value is the most influential factor determining luxury goods purchase intention, while personal experience does not have a strong influence on purchase intention. This suggests that personalised experience, which has recently attracted researchers’ attention as a significant factor in Western contexts, does not yet have a direct influence on the behaviour of luxury shoppers in emerging markets, where they continue to pay premium prices to mantain their face. The results provide useful reference data for the development of marketing strategies in the luxury goods sector.