New Rules of the Game – How the Online Shopping Revolutionized the Consumer Buying Behavior of Luxury Goods?

This article aims to examine the role of the internet technologies and the digitalization on the consumers’ shopping behavior. The focus is on how the IT revolution influences the consumers’ choice for online or offline shopping. It is believed that the driving forces could be divided into two parts – the economic and emotional ones. The traditional brick-and-mortar shopping is related to a specific shopping experience. However, according to some researchers consumers who choose to shop online are not seeking that particular shopping experience (Hu, 2015). Furthermore, it is considered cheaper to buy online. It is also important to take into consideration the significance of the product categories. The research is limited to the luxury goods and define the influence of the IT on this branch. 

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