Page 124 - Undergraduate Research Opportunities Program Proceedings 2017-18

School of Business and Management
Department of Marketing

Department of Marketing

Luxury Marketing in Emerging Markets

Supervisor: HELSEN Kristiaan / MARK
Student: ZHU Lin Da Linda / MARK Course: UROP1100, Spring

This paper investigates the impact of luxury brands’ online presence on customer attitudes. While luxury brands take
pride in their exclusivity and premium status, the Internet seems to provide the exact opposite – ubiquity and
accessibility to everyone. Customer attitude was measured based on the five most important attributes for luxury
purchase as discovered from interviews, namely brand prestige, quality of products, usability of products, customer
service, and price. Across four different luxury product categories, the online presence mostly impacts customer attitude
in a positive way, although the likelihood of online purchase seems to be independent from customer attitude. It is
recommended for luxury brands to continually build up their online presence as it may have positive long term effects.

Technology in Consumer Behavior

Supervisor: HONG Jiewen / MARK
Student: ZHU Lin Da Linda / MARK Course: UROP1100, Summer

This ongoing project is about how technology affects the patience of consumers. As technology becomes more prevalent
in our daily lives, the desire for instant gratification gets fulfilled much more easily. Therefore, we predict that
technology causes people to become more impatient. Literature about technology primarily investigated some causes
and effects of online shopping and how device interfaces affect consumer behavior, but little has been done regarding
the impact of technology on patience level. Factors affecting patience has been widely researched but the causes of
instant versus delayed gratification remains to be investigated further. After reviewing the relevant literature, we see a
need for further research to examine the effects of technology on consumer patience.

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