An Exploration of Post-Purchase Behaviour in the Online Luxury Fashion Community
Bowes, Brady Jean
Cardiff Metropolitan University
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As an entirely qualitative study, this research delivered an in-depth and exploratory insight into post-purchase behaviours displayed within the online luxury fashion community. An online ethnographical approach, Netnography, was used to observe conversations between consumers within an online forum, in order to generate an understanding of naturally occurring behaviours. The research’s aim was to inductively determine the key behaviours displayed within the luxury fashion community, and to generate an understanding of how these motivate the sharing of user-generated content (UGC). Twenty-nine underlying themes were generated from the research, highlighting the extent of the final stage within the consumer decision-making process: the postpurchase. These were identified as motivated by the social, self, or experiential desires, with underlying themes demonstrating five key behavioural motives behind the consumer’s decision to participate within the online luxury fashion community. This study provided a detailed insight into the extent of post-purchase behaviours, demonstrating the need for future research on this stage of the consumption process within other consumer groups. The generation of a theoretical framework displayed the behaviours in a concise manner, and the demonstration of interpreted behaviours using ‘thick description’ provided the research with context and meaningful insight.
BA (Hons) Marketing Management
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