The study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioral responses that precede or follow these activities in the online environment.
Published in Chapter:
Consumer-Brand Relationship and Use of the Website in Virtual Communication in the Luxury Furniture Industry
Vera Lúcia Lourenço (Urbanização Quinta de São José, Portugal), André Whiteman Catarino (Textile Engineering Department, University of Minho, Portugal), Manuel José Fonseca (Polytechinc Institute of Viana do Castelo (IPVC), Portugal), and
Bruno Barbosa Sousa (Polytechinc Institute of Cávado and Ave, Portugal)
Copyright: © 2021
|Pages: 20
DOI: 10.4018/978-1-7998-4369-6.ch008
Abstract
Luxury management can be considered the management of paradoxes between intangibility and functionality, rationality and emotion, modern technology with traditional craftsmanship, showing that luxury comes from creation, timelessness, emotion, excellence, heritage, and authenticity. This chapter results from two methods, a qualitative analysis, which presents an analysis grid with the most varied characteristics; these are divided into six groups: identification, content, product page, utility, entertainment and complementary relationship, speed and other presences visible on three websites of luxury furniture brands. The other method is the quantitative one, which was a questionnaire with the understanding the perceived quality of the website using the WebQual scale, as well as understanding the purchase intention and the importance of the internet in the purchase decision process.