Keys to optimising online sales of luxury cosmetics in Spain

  1. Mónica Díaz-Busta-mante Ventisca
  2. María José Narros González
  3. María Puelles Gallo
  4. Sonia Laura Carcelén García
Revista:
UCJC Business & Society Review

ISSN: 2659-3270

Año de publicación: 2022

Volumen: 19

Número: 1

Páginas: 74-109

Tipo: Artículo

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Otras publicaciones en: UCJC Business & Society Review

Resumen

Based on the results of a survey of 1,114 consumers of luxury cosmetics, this paper identifies the profile of the online buyers of this category of products in Spain, and the barriers and driv-ers for that online purchase, proposing an explanatory model of it. These findings have a direct application for companies in the industry to optimize their online actions, being particularly relevant in the current context of pandemic, which has modified the purchasing behavior of individuals leading to a strong growth of online purchases.

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