Motivation of Customers to Buy Luxury Goods Online

The Internet is highly integrated into the luxury goods industry, brands have to adapt to modern market conditions. The main goal of this work is to study motivation of consumers to purchase luxury goods online. In the course of the work an empirical study was conducted, a questionnaire was prepared and analysis of the results was made using correlation analysis. It was possible to find out that luxury young luxury consumers prefer to buy online; the Internet plays the key role on the stage of studying the market and collecting information about the product; the key factors driving consumers to buy on the Internet are variety of goods, time and efforts saving and security of payment. In most cases, for purchase buyers have used their personal computers. Method of payment is very important for consumers, it should be safe. The main trend for companies operating in luxury industry is the management of multichannel sales. Key words: luxury, internet trade, online sales, motivation.