Exploring Colombian Digital Buyers of Luxury Jewellery: Segment Exploration (FIMIX-PLS)
Share this
Date
2023Author
Sánchez-Torres J.A
Agudelo-Escobar L
Arroyo-Cañada F.-J
Argila-Irurita A
Sole-Moro M.-L.
Citación
Metadata
Show full item recordAbstract
Jewels are items of personal adornment that has been a part of human expression throughout history as goods with multiple tangible and intangible meanings. The evolution of commercial transactions linked to the use of the Internet has promoted the use of this digital channel for the purchase and sale of jewellery. However, it is not yet clear if, due to the nature of jewellery, people carry out this purchase process in the same way through e-commerce as in physical stores. This study explores a research gap on the elements that determine the purchase of jewellery through e-commerce and applies a structural equation model using the partial least squares methodology. The results show that some essential elements of the physical purchase are maintained, but that buyers are also aware of the advantages and limitations of e-commerce. Also, through segment exploration, two possible types of digital buyers of jewellery are identified. The contribution of this research lies in adding to the development of the line of research on digital distribution channels, specifically for luxury jewellery in Colombia. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
Collections
- Indexados Scopus [1813]