From browsing to buying: Understanding online repurchase behaviour in the context of luxury brands in China

Zhang, Tianyang and Lee, Khai Loon and Puteri Fadzline, Muhamad Tamyez (2025) From browsing to buying: Understanding online repurchase behaviour in the context of luxury brands in China. International Journal of Business and Technology Management, 7 (1). pp. 421-433. ISSN 2682-7646. (Published)

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Abstract

The growth of e-commerce in China has transformed consumer behaviour, especially in the luxury sector, where understanding repurchase intentions is critical for sustaining brand success. This study examines the factors influencing online repurchase behaviour in the context of luxury brands in China through a qualitative lens. Drawing on in-depth interviews with 30 luxury brand consumers, the research explores how brand attitudes, perceived value, trust, and cultural influences shape repurchase decisions. The findings reveal that emotional connections to brands, cultivated through personalized digital interactions and consistent brand narratives, play a pivotal role in fostering loyalty. Trust emerges as a key determinant, reinforced by seamless online experiences and authenticity in brand communication. Furthermore, cultural values such as status signalling and collective identity are shown to significantly impact repurchase behavior. This study contributes to the literature by offering nuanced insights into the interplay of psychological and cultural factors in online luxury consumption. Practical implications for marketers and avenues for future research are discussed.

Item Type:	Article
Uncontrolled Keywords:	E-Commerce, Online Repurchase Intention, Luxury Brand
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Faculty/Division:	Faculty of Industrial Management Institute of Postgraduate Studies
Depositing User:	Miss Amelia Binti Hasan
Date Deposited:	29 Apr 2025 05:37
Last Modified:	29 Apr 2025 05:37
URI:	http://umpir.ump.edu.my/id/eprint/44360
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