Vpliv spleta na dojemanje in nakup luksuznih izdelkov pri mladih potrošnikih

magistrsko delo

Lucija Kavčič (Author), Marko Lah (Mentor)

Abstract

V obdobju intenzivne ekonomije in večanja potrošne skupine izjemno bogatih posameznikov se luksuzne znamke dobro znajdejo na globalnem ekonomskem trgu, ne obvladajo pa še tako dobro spajanja s spletom. V strogem ekonomskem konceptu se kot merilo luksuznih dobrin upoštevata visoka cena in kakovost, ki preko svoje označevalne vrednosti signalizirata družbeni status. Krmilo motivatorjev nakupovanja luksuza je prevzela izkustvena komponenta in prehitela monetarno vrednost. Magistrsko delo predstavlja nadgradnjo na področju raziskovanja novih kategorij luksuza v okviru prisotnosti luksuznih modnih znamk in trženja luksuznih modnih dodatkov prek spleta, in sicer pri mladih slovenskih potrošnikih. Glavna ugotovitev je, da se bodo morale luksuzne modne znamke na spletu znati bolje spoprijemati z zahtevami prihodnjih milenijskih potrošnikov in jim znati postreči bolj luksuriozno doživetje pri nakupovalnem procesu luksuznih modnih izdelkov. Prisotnost luksuznih znamk in možnost kupovanja luksuznih modnih izdelkov na spletu ne vplivata negativno na dojemanje ekskluzivnosti znamke in ne ogrožata karakterja luksuznega izdelka, temveč lahko celo povečata splošno všečnost luksuzne znamke. Po drugi strani pa se v Sloveniji nov trend kupovanja rabljenega luksuza ali izposoje luksuza na spletu še ni prijel – mladi potrošniki so namreč bolj naklonjeni spletnemu kupovanju originalnih luksuznih modnih dodatkov.

Keywords

novi luksuz;spletni luksuz;luksuzne modne znamke;luksuzni modni dodatki;mladi potrošniki;Svetovni splet;Potrošniki;Mladina;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[L. Kavčič]
UDC:	366:391-053.6(043.2)
COBISS:	36408413
Views:	842
Downloads:	310
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Influence of the Internet on perception and purchase of luxury products in young consumers
Secondary abstract:	In the period of intensive economy and increase of a number of extremely well-off individuals luxury brands have become an important part on the global economic market. However they have not yet learnt to merge with the internet that well. In a strict economic concept, criteria for luxurious goods are high price and quality that signal social status throughout their marking value. Experience seems to hold the leading role in today’s luxury purchase and it prevails over monetary value. The master’s thesis presents upgrade in the field of researching new luxury categories within the presence of luxury fashion brands and marketing of luxury accessories via the Internet in young Slovenian consumers. The main finding of the thesis study suggests that online luxury brands will need to be able to cope with the requests of the future millennium consumers. The experience of the luxury products purchase will need to be luxurious itself. The presence of the luxury brands and the possibility of purchasing a broad range of luxury fashion brand products online do not have a negative effect on perception of the exclusivity of the brand. They as well do not change the character of a luxury product itself. Moreover, they can contribute to the general brand popularity. The study as well shows that Slovenes do not yet follow the increasing purchase of the second-hand luxury or borrowing luxury. Young consumers tend to prefer online purchase of the original luxury fashion accessories.
Secondary keywords:	World Wide Web;Consumers;Youth;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	90 str.
ID:	11234413