Research Plan
Research Proposal
Gucci consumers in Australia: perceived value and satisfactions towards online retailing
Managerial Problem: Could Gucci deliver the whole brand value through online service?
Managerial question: How do Gucci consumers regard shopping Gucci online?
Research Problem: Examine the consumers’ perceived value about shopping Gucci online in Australia
Research questions: To what extend consumers perceive the value of Gucci online service?
Introduction
Gucci is a successful global luxury brand which is also regarded as the most desirable luxury brand in the world in 2000s (Nielsen company, 2007). In Australia, Gucci owns its’ online specialty retailing store and all products are priced clearly on the website, which is ahead of its’ competitors who have not offer consumers the way to buy their products on their specialty online store yet. However, the perceived value may be different from the value perception in the brick-and-mortar store, so it is important to measure the perceived value by Gucci consumers through the online specialty retailing store, thereby Gucci manager can improve their ability to deliver the value to their consumers online and then satisfy them. The purpose of this research is to examine the way and the extent of Gucci consumer’s perceived value through the online specialty retailing store. To achieve this, this study then focuses on the perceived values by consumers about Gucci online store in four dimensions presented by Ho et al (2012): utilitarian value, hedonic value, symbolic value and economic value. This research will empirically test these four mediating variables between the brand value of Gucci online store and their consumers’ satisfaction and the significance of test these four mediating variables in the process of satisfying consumers.
Literature Summary
Luxury Consumer Value
Based on the perceived value framework of luxury brand consumer presented by Tynan (1999), Ho et al (2012) proposed a four-value
Gucci consumers in Australia: perceived value and satisfactions towards online retailing
Managerial Problem: Could Gucci deliver the whole brand value through online service?
Managerial question: How do Gucci consumers regard shopping Gucci online?
Research Problem: Examine the consumers’ perceived value about shopping Gucci online in Australia
Research questions: To what extend consumers perceive the value of Gucci online service?
Introduction
Gucci is a successful global luxury brand which is also regarded as the most desirable luxury brand in the world in 2000s (Nielsen company, 2007). In Australia, Gucci owns its’ online specialty retailing store and all products are priced clearly on the website, which is ahead of its’ competitors who have not offer consumers the way to buy their products on their specialty online store yet. However, the perceived value may be different from the value perception in the brick-and-mortar store, so it is important to measure the perceived value by Gucci consumers through the online specialty retailing store, thereby Gucci manager can improve their ability to deliver the value to their consumers online and then satisfy them. The purpose of this research is to examine the way and the extent of Gucci consumer’s perceived value through the online specialty retailing store. To achieve this, this study then focuses on the perceived values by consumers about Gucci online store in four dimensions presented by Ho et al (2012): utilitarian value, hedonic value, symbolic value and economic value. This research will empirically test these four mediating variables between the brand value of Gucci online store and their consumers’ satisfaction and the significance of test these four mediating variables in the process of satisfying consumers.
Literature Summary
Luxury Consumer Value
Based on the perceived value framework of luxury brand consumer presented by Tynan (1999), Ho et al (2012) proposed a four-value