| Summary: | Purpose- Like any business, its overall purpose is to generate wealth and determine sustainable and strategical growth, however it has become especially difficult for jewellery businesses to successful adopt technological changes as jewellers are trained to provide service in luxury retail store fronts. This study report adds to the exploratory knowledge of the technology acceptance in online commerce platforms in Malaysia. Aiming to provide an understanding to the trends of conspicuous buying behaviour by Malaysian on fine jewellery using online platforms and who they are; further calling for recommendations on whether Malaysian jewellery business owners should adopt to new technologies or fear losing to competition.
Design/ Methodology/ Approach- Using prior literature on Technology Acceptance, a conceptual framework is created and rendered through with UTAUT2 (Venkatesh, Thong & Xu, 2012) as the base model for research design. This study employs a qualitative methodology through self-administered questionnaires and measurements.
Findings- Findings indicate that through the analysis of the conceptual model, data confirms that factors such as Price Value, Habit and Effort Expectancy has an influence on behavioural intention to use online platforms for jewellery purchase.
Practical Implications- Jewellery retailers should place attention on an emerging luxury segment of online luxury consumers which are price conscious and interested in product variability. These consumers are technological savvy and would take up the growing trend of future luxury market spending. Consumers are now favouring easy to use online platforms which reduces effort and misdirection. Jewellery retailers can launch online platforms as a complement to retail stores to cater to the different needs of different luxury buyers, maintaining marketability.
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