Familiarity and confidence

This criterion is measured by considering the consumer's feelings of familiarity and confidence in products and services based on previous use, satisfaction and brand reputation. A consumer who is confident about the products of a brand is likely to purchase them online without feeling a strong need to physically handle the goods pre-purchase. This relates to the fact that luxury consumers that are most likely to purchase goods online are those that already have an existing relationship with a brand.

The scoring in this category ranges from 0 points (lowest) to 10 points (highest). Sensory goods are scored high as there is often an advanced level of familiarity and confidence towards them. For example, consumers are more likely to buy sensory goods like fragrance, cosmetics or leather goods from brands that they are already familiar with.

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