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A persuasive-based latent class segmentation analysis of luxury brand websites

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Abstract

Based on the development of the use of websites by brands, the purpose of this paper is to identify and describe different groups of luxury brands bearing in mind the persuasiveness of their websites (informativeness, usability, credibility, inspiration, involvement and reciprocity). The data for this study were collected from 197 luxury websites through content analysis methodology. Then, latent class cluster analysis was employed to identify the segments obtained in this study. The results confirm the existence of three segments of luxury brands according to website persuasiveness: “exclusive websites”, “transparent and accessible websites” and “old-fashioned websites”. This study helps luxury brand managers to evaluate the degree of persuasiveness of each group, determines how attractive the websites in each group are and suggests the measures necessary to improve their websites.

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Authors and Affiliations

  1. University of Castilla-La Mancha, Ciudad Real, Spain

    Estrella Díaz & David Martín-Consuegra

  2. Universidad Autónoma de Chile, Santiago, Chile

    David Martín-Consuegra

  3. Fordham University, Graduate School of Business, 400 Westchester Avenue, West Harrison, NY, 10604, United States

    Hooman Estelami

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  1. Estrella Díaz
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Díaz, E., Martín-Consuegra, D. & Estelami, H. A persuasive-based latent class segmentation analysis of luxury brand websites. Electron Commer Res 16, 401–424 (2016). https://doi.org/10.1007/s10660-016-9212-0

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