Future research could address the identified external factors and purchase life cycle to make links between them, and see if there is any relationship regarding purchasing online luxury shopping, with a stronger focus on the purchase level so as to distinguish how the external factors and purchase life cycle relate to each level. This will help researchers to understand the external factors and purchase life cycle related to their particular level of purchase, and how the mediation variable (consumer attitude) can help affect it more positively.
Marketers could also benefit as they could take actions to address these barriers to online luxury brands in other countries not listed in this study.
Comparing the developing countries with developed countries against the purchase of online luxuries and any potential difficulties could be another interesting area for future research. This could support the validity of the model developed in this study, and confirm the real benefits to be gained from e-commerce adoption in comparison to the perceived ones.
Further research could investigate how business-to-business for online luxury shopping can support to online luxury brands, as the retailers will be treated as consumers to the main brand. Recent researchers have acknowledged that more information obtained through different perceptions will add to the understanding of online luxury brands, as new, previously unsearched contexts ‘online luxury’ could be studied and the results used to increase brand e-retailers’ revenue. The e-marketing challenges involved with e-commerce websites is another explanatory variable that should be included in future studies so as to measure its effect on the adoption of e- commerce.
Comparative study of developing versus developed countries could contribute to the knowledge and provide new insights into the factors that affect consumer attitude towards online luxury shopping. It could also confirm the use of the developed COLS model from TAM in predicting consumer attitude in online luxury shopping, and compare with non-luxury online shopping or offline luxury shopping.
Forthcoming studies could also test the COLS model on other online luxury shopping in the fashion brands, tourism and hotels of developing countries, developed countries, and emerging countries, so as to ascertain its applicability and generalisability.
Academics would also be welcome to contribute and develop the COLS model in different online luxury shopping contexts, such as fashion, tourism and hotels.
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