Abstract
Because luxury consumers tend to be trendier, more affluent and educated than mainstream consumers, they often are described as potential early adopters of technology (Okonkwo 2010). Luxury firms are heavily promoting branded mobile apps, iPad catalogs, and mobile web sites in order to maintain customer relationships and keep luxury devotees connected to their brands 24/7. In order the test these claims, the current study examines the ways that luxury values relate to consumer behavior in an integrated multichannel retail setting. Thus, we conduct an empirical study of luxury consumers and their acceptance of quick response (QR) code technology.