Skip to main content
SpringerLink
Log in

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

  • Published:
Electronic Commerce Research Aims and scope Submit manuscript

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  1. Alhammad, M., & Gulliver, S. (2014). Persuasive technology and users acceptance of e-commerce. Electronic Commerce in Organizations, 12(2), 1–13.

    Article  Google Scholar 

  2. Bain & Company. (2014). Luxury goods worldwide market study (13th ed.). Milan: Bain & Company.

    Google Scholar 

  3. Benbunan-Fich, R. (2001). Using protocol analysis to evaluate the usability of commercial Web site. Information & Management, 39(2), 151–163.

    Article  Google Scholar 

  4. Berelson, B. (1952). Content analysis in communication research. Glencoe, IL: Free Press.

    Google Scholar 

  5. Capurro, R., & Pingel, C. (2002). Ethical issues of online communication research. Ethics and Information Technology, 4(3), 189–194.

    Article  Google Scholar 

  6. Cebi, S. (2013). A quality evaluation model for the design quality of online shopping websites. Electronic Commerce Research and Applications, 12(2), 124–135.

    Article  Google Scholar 

  7. Chevalier, M., & Mazzalovo, G. (2008). Luxury brand management: A world of privilege. Singapore: Wiley.

    Google Scholar 

  8. Cialdini, R. B. (2001). The science of persuasion. Scientific American, 284, 76–81.

    Article  Google Scholar 

  9. Colla, E., & Lapoule, P. (2012). E-commerce: Exploring the critical success factors. International Journal of Retail & Distribution Management, 40(11), 842–864.

    Article  Google Scholar 

  10. Deng, L., & Poole, M. S. (2012). Aesthetic design of e-commerce web pages–Webpage complexity order and preference. Electronic Commerce Research and Applications, 11(4), 20–40.

    Article  Google Scholar 

  11. Dhar, V., & Chang, E. A. (2009). Does chatter matter? The impact of user-generated content on music sales. Journal of Interactive Marketing, 23(4), 300–307.

    Article  Google Scholar 

  12. Diallo, S. Y., Gore, R. J., Padilla, J. J., & Lynch, C. J. (2015). An overview of modelling and similation using content analysis. Scientometrics, 103, 977–1002.

    Article  Google Scholar 

  13. Dickinger, A., & Stangl, B. (2013). Website performance and behavioral consequences: A formative measurement approach. Journal of Business Research, 66, 771–777.

    Article  Google Scholar 

  14. Drozd, F., Lehto, T., & Oinas-Kukkonen, H. (2012). Exploring perceived persuasiveness of a behavior change support system: A structural model. In M. Bang & E. Ragnemalm (Eds.), Persuasive technology. Design for health and safety (pp. 157–168). Berlin: Springer.

    Chapter  Google Scholar 

  15. Einspänner, J., Dang-Anh, M., & Thimm, C. (2014). Computer-assisted content analysis of Twitter data. In K. Weller, A. Bruns, J. Burgess, M. Mahrt, & C. Puschmann (Eds.), Twitter and society (pp. 97–108). New York: Peter Lang.

    Google Scholar 

  16. Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5), 347–363.

    Article  Google Scholar 

  17. Fogg, B. J. (1999). Persuasive technologies. Communications of the ACM, 42(5), 27–29.

    Article  Google Scholar 

  18. Fogg, B. J. (2003). Persuasive technology: Using computers to change what we think and do. San Francisco, CA: Morgan Kaufmann.

    Google Scholar 

  19. Fogg, B. J. (2009). A behavior model for persuasive design. In Persuasive’09, proceedings of the 4th international conference on persuasive technology, New York.

  20. Garver, M. S., Williams, Z., & Taylor, G. S. (2008). Employing latent class regression analysis to examine logistics theory: An application of truck driver retention. Journal of Business Logistics, 29(2), 233–257.

    Article  Google Scholar 

  21. Geerts, A. (2013). Cluster analysis of luxury brands on the Internet. International Journal of Management and Marketing Research, 6(2), 79–92.

    Google Scholar 

  22. Geyskens, I., Gielens, K., & Dekimpe, M. G. (2002). The market valuation of Internet channel additions. Journal of Marketing, 66(2), 102–120.

    Article  Google Scholar 

  23. Gonçalves, R., & Zhang, P. (2013). Websites features that gave rise to social commerce: A historical analysis. Electronic Commerce Research and Applications, 12(4), 260–279.

    Article  Google Scholar 

  24. Guadagno, R. E., Muscanell, N. L., Rice, L. M., & Roberts, N. (2013). Social influence online: The impact of social validation and likability on compliance. Psychology of Popular Media Culture, 2(1), 51–60.

    Article  Google Scholar 

  25. Han, S., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30(4), 326–350.

    Article  Google Scholar 

  26. Hansen, R., & Bjorn-Andersen, N. (2013). Cube assessment framework of B2C websites applied in a longitudinal study in the luxury fashion industry. Journal of Theoretical and Applied Electronic Commerce Research, 8(2), 1–20.

    Article  Google Scholar 

  27. Harjumaa, M., & Oinas-Kukkonen, H. (2007). An analysis of the persuasiveness of smoking cessation web sites. In Proceedings of the second international symposium on medical information and communication technology. Oulu: CWC, University of Oulu.

  28. Heine, K. (2012). The concept of luxury brands. Berlin: Technische Universitat Berlin.

    Google Scholar 

  29. Hennigs, N., Wiedmann, K.-P., & Klarmann, C. (2012). Luxury brands in the digital age—Exclusivity versus ubiquity. Marketing Review St. Gallen, 29(1), 30–35.

    Article  Google Scholar 

  30. Herbes, C., & Ramme, I. (2014). Online marketing of green electricity in Germany—A content analysis of providers’ websites. Energy Policy, 66, 257–266.

    Article  Google Scholar 

  31. Herring, S. C. (2010). Web content analysis: Expanding the paradigm. In J. Hunsinger, L. Klastrup, & M. Allen (Eds.), International handbook of Internet research (pp. 233–249). Dordrecht: Springer.

    Google Scholar 

  32. Herzberg, F. (1987). One more time: How do you motivate employees? Harvard Business Review, 65(5), 109–120.

    Google Scholar 

  33. Hoffman, D. L., & Novak, T. P. (2009). Flow online: Lessons learned and future prospects. Journal of Interactive Marketing, 23(1), 23–34.

    Article  Google Scholar 

  34. Huang, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4–21.

    Article  Google Scholar 

  35. Jeong, M., & Lambert, C. U. (2001). Adaptation of an information quality framework to measure customers’ behavioral intentions to use lodging Web sites. International Journal of Hospitality Management, 20(2), 129–146.

    Article  Google Scholar 

  36. Johnson, G., Taylor, W. D., Ness, A. M., Ault, M. K., Dunbar, N. E., Jensen, M. L., & Connelly, S. (2014). Credibility and interactivity: Persuasive components of ideological group websites. In W. Ijsselsteijn, Y. de Kort, C. Midden, B. Eggen, & E. van den Hoven (Eds.), Persuasive technology (pp. 143–154). Germany: Springer.

    Chapter  Google Scholar 

  37. Kapferer, J. N. (2015). The future of luxury: Challenges and opportunities. Journal of Brand Management, 21, 716–726.

    Article  Google Scholar 

  38. Kapferer, J. N. (2015). Kapferer on luxury: How luxury brands can grow yet remain rare. London: Kogan Page Publishers.

    Google Scholar 

  39. Kapferer, J. N., & Bastien, V. (2009). The luxury strategy: Break the rules of marketing to build luxury brands. London: Kogan Page.

    Google Scholar 

  40. Kapferer, J.-N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands (2nd ed.). London: Kogan Page.

    Google Scholar 

  41. Kaptein, M., & Eckles, D. (2012). Heterogeneity in the effects of online persuasion. Journal of Interactive Marketing, 26(3), 176–188.

    Article  Google Scholar 

  42. Kim, H., & Fesenmaier, D. R. (2008). Persuasive design of destination Web sites: An analysis of first impression. Journal of Travel Research, 47(1), 3–13.

    Article  Google Scholar 

  43. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.

    Article  Google Scholar 

  44. Kim, H., & Niehm, L. S. (2009). The impact of website quality on information quality, value, and loyalty intentions in apparel retailing. Journal of Interactive Marketing, 23(3), 221–233.

    Article  Google Scholar 

  45. Kluge, P., Königsfeld, J., Fassnacht, M., & Mitschke, F. (2013). Luxury web atmospherics: An examination of homepage design. International Journal of Retail & Distribution Management, 41(11/12), 901–916.

    Article  Google Scholar 

  46. Krippendorff, K. H. (2004). Content analysis: An introduction to its methodology. Beverly Hills, CA: Sage Publications.

    Google Scholar 

  47. Lee, W., & Gretzel, U. (2012). Designing persuasive destination websites: A mental imagery processing perspective. Tourism Management, 33(5), 1270–1280.

    Article  Google Scholar 

  48. Lim, H., Widdows, R., & Hooker, N. H. (2009). Web content analysis of e-grocery retailers: a longitudinal study. International Journal of Retail & Distribution Management, 37(10), 839–851.

    Article  Google Scholar 

  49. Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression! Behaviour & Information Technology, 25(2), 115–126.

    Article  Google Scholar 

  50. Liu, Y., & Shrum, L. J. (2009). A dual-process model of interactivity effects. Journal of Advertising, 38(2), 53–68.

    Article  Google Scholar 

  51. Lockton, D., Harrison, D., & Stanton, N. (2008). Design with intent: Persuasive technology in a wider context. In Proceedings of the 3rd international conference on persuasive technology. Berlin: Springer.

  52. Lokman, A. M. (2011). Kansei/affective engineering and Web design. In M. Nagamachi (Ed.), Kansei/affective engineering (pp. 227–251). Boca Raton, FL: CRC Press Taylor & Francis Group.

    Google Scholar 

  53. Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2010). Practical resources for assessing and reporting intercoder reliability in content analysis research projects. Retrieved, from http://matthewlombard.com/reliability/index_print.html.

  54. Lovejoy, J., Watson, B. R., Lacy, S., & Riffe, D. (2014). Assessing the reporting of reliability in published content analyses: 1985–2010. Communication Methods and Measures, 8(3), 207–211.

    Article  Google Scholar 

  55. Luo, X. (2002). Uses and gratification theory and e-consumer behaviors: A structural equation modeling study. Journal of Interactive Advertising, 2(2), 4–26.

    Article  Google Scholar 

  56. Moore, C. M., & Birtwistle, G. (2005). The nature of parenting advantage in luxury fashion retailing-the case of Gucci group NV. International Journal of Retail & Distribution Management, 33(4), 256–270.

    Article  Google Scholar 

  57. Morosan, C., & Fesenmaier, D. R. (2007). A conceptual framework of persuasive architecture of tourism websites: Propositions and implications. In M. Sigala, L. Mich, & J. Murphy (Eds.), Information and communication technologies in tourism (pp. 243–254). Vienna: Springer.

    Google Scholar 

  58. Neuendorf, K. (2002). The content analysis guidebook. Thousand Oaks, CA: Sage Publications.

    Google Scholar 

  59. Nyeck, S. (2004). Luxury brands online and offline: The case of French brands. European Retail Digest, 41, 20–24.

    Google Scholar 

  60. Nielson, J. (2000). Designing web usability: The practice of simplicity. Indianapolis, IN: New Rivers.

    Google Scholar 

  61. O’Brien, H. L., & Toms, E. G. (2013). Measuring engagement with search systems using the User Engagement Scale (UES). Information Processing and Management, 49(5), 1092–1107.

    Article  Google Scholar 

  62. Oinas-Kukkonen, H. (2010). Behavior change support systems: The next frontier for web science. Web Science Conference, Raleigh, NC, USA.

  63. Oinas-Kukkonen, H., & Harjumaa, M. A. (2008). Systematic framework for designing and evaluating persuasive systems. Persuasive Technology, Lecture Notes in Computer Science, 5033, 164–176.

    Article  Google Scholar 

  64. Oinas-Kukkonen, H., & Harjumaa, M. (2009). Persuasive systems design: Key issues, process model, and system features. Communications of the Association for Information Systems, 24(28), 485–500.

    Google Scholar 

  65. Okazaki, S., & Rivas, J. A. (2002). A content analysis of multinationals’ Web communication strategies: Cross-cultural research framework and pre-testing. Internet Research, 12(5), 380–390.

    Article  Google Scholar 

  66. Okonkwo, U. (2007). Luxury fashion branding: Trends, tactics, techniques. New York: Palgrave MacMillan.

    Book  Google Scholar 

  67. Okonkwo, U. (2009). Sustaining the luxury brand on the Internet. Journal of Brand Management, 16(5/6), 302–310.

    Article  Google Scholar 

  68. Okonkwo, U. (2010). Luxury online: Styles, systems, strategies. New York: Palgrave MacMillan.

    Book  Google Scholar 

  69. Park, H. H., Jeon, J. O., & Sullivan, P. (2015). How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention? International Review of Retail, Distribution and Consumer Research, 25(1), 87–104.

    Article  Google Scholar 

  70. Phillips, C., & Chaparro, B.S. (2009). Visual appeal vs. usability: Which one influences user perceptions of a website more? Software Usability Research Laboratory (SURL) at Wichita State University, 11, 1–9.

  71. Rimano, A., Piccini, M. P., Passafaro, P., Metastasio, R., Chiarolanza, C., Boison, A., & Costa, F. (2015). The bicycle and the dream of a sustainable city: An explorative comparison of the image of bicycles in the mass-media and the general public. Transportation Research Part F, 30, 30–44.

    Article  Google Scholar 

  72. Seringhaus, F. H. R. (2005). Selling luxury brands online. Journal of Internet Commerce, 4(1), 1–25.

    Article  Google Scholar 

  73. Simons, H. W., Morreale, J., & Gronbeck, B. (2001). Persuasion in society. Thousand Oaks, CA: Sage Publications.

    Google Scholar 

  74. Thrash, T. M., & Elliot, A. J. (2003). Inspiration as a psychological construct. Journal of Personality and Social Psychology, 84(4), 871–889.

    Article  Google Scholar 

  75. Tung, L. L., Xu, Y., & Tan, F. B. (2009). Attributes of Web site usability: A study of Web users with the repertory grid technique. International Journal of Electronic Commerce, 13(4), 97–126.

    Article  Google Scholar 

  76. Van Noort, G., Voorveld, H. A. M., & van Reijmersdal, E. A. (2012). Interactivity in brand websites: Cognitive, affective, and behavioral responses explained by consumers’ online flow experience. Journal of Interactive Marketing, 26(4), 223–234.

    Article  Google Scholar 

  77. Vermunt, J. K., & Magidson, J. (2003). Latent class models for classification. Computational Statistics & Data Analysis, 41(3/4), 531–537.

    Article  Google Scholar 

  78. Vermunt, J. K., & Magidson, J. (2005). Factor analysis with categorical indicators: A comparison between traditional and latent class approaches. In L. A. Van der Ark, M. A. Croon, & K. Sijtsma (Eds.), New developments in categorical data analysis for the social and behavioral sciences (pp. 41–62). Mahwah, NJ: Erlbaum.

    Google Scholar 

  79. Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking behavior. Academy of Marketing Science Review, 99(1), 1–15.

    Google Scholar 

  80. Wang, S., Beatty, S. E., & Foxx, W. (2004). Signaling the trustworthiness of small online retailers. Journal of Interactive Marketing, 18(1), 53–69.

    Article  Google Scholar 

  81. Weare, C., & Lin, W.-Y. (2000). Content analysis of the World Wide Web. Social Science Computer Review, 18(3), 272–292.

    Article  Google Scholar 

  82. Wedel, M., & Kamakura, W. (2000). Market segmentation-conceptual and methodological foundations. Boston: Kluwer Academic Publishers.

    Book  Google Scholar 

  83. Wiedmann, K.-P., & Hennigs, N. (2012). Multi-sensual design approaches to experience-based communication of luxury godos. In H. Bauer, D. Heinrich, & M. Samak (Eds.), Erlebniskommunikation (pp. 237–250). Berlin: Springer.

    Chapter  Google Scholar 

  84. Wiedmann, K. P., Hennings, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology Marketing, 26(7), 625–651.

    Article  Google Scholar 

  85. Wu, W. Y., Lee, C. L., Fu, C. S., & Wang, H. C. (2014). How can online store layout design and atmosphere influence consumer shopping intention on a website? International Journal of Retail and Distribution Management, 42(1), 4–24.

    Article  Google Scholar 

  86. Xie, H., Kerstetter, D., Mattila, A. S., Buzinde, C., & Morais, D. B. (2012). Information usefulness versus ease of use: Which makes a destination Website more persuasive? Tourism Analysis, 17(1), 15–26.

    Article  Google Scholar 

  87. Yang, X., Ahmed, Z. U., Ghingold, M., Boon, G. S., Mei, T. S., & Hwa, L. L. (2003). Consumer preferences for commercial Web site design: An Asia-Pacific perspective. Journal of Consumer Marketing, 20(1), 10–27.

    Article  Google Scholar 

  88. Zhang, P., & Von Dran, G. (2001). User expectations and rankings of quality factors in different Web site domains. International Journal of Electronic Commerce, 6(2), 9–33.

    Google Scholar 

Download references

Author information

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

Authors
  1. Estrella Díaz
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. David Martín-Consuegra
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Hooman Estelami
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Estrella Díaz.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

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

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10660-016-9212-0

Keywords

Search

Navigation