What Characterizes Digital Luxury Experience (DLX) for Customers? A Cross-Cultural Qualitative Exposition

Abstract

Luxury products assert that they offer customers pleasure and prestige while also generating sizable profits for retailers. Customers expect the buying process to consider their preferences for how, where, and when they want to purchase luxury goods, though the demand for such products is rising globally. Given the dynamic nature of luxury markets and consumer purchasing behavior, understanding why buyers want to buy luxury products through a digital channel is critical. What characteristics make them so appealing to customers? Current research investigates customer’s motives, benefits, and experiences they anticipate and perceive from the Digital Luxury Experience (DLX). With respondents from five countries, the study investigated DLX and identified three comparable luxury customer segments who buy luxury products and services digitally: traditionalists, chancers, and digi-lux. The qualitative exploration highlights the differences in the customer journeys of the segments, as well as the implications for theory and luxury customer experience management.