1Online Shopping Behavior Towards Luxury Goods in Context of Lira Import in Bangladesh1. IntroductionLira Import is a legal retailer and distributor of many world-famous cosmetics and perfumes brand in Bangladesh. Lira Import is doing their business through market place and market space. The company is proud to introduce genuine and world class brand cosmetics, imported directly from the USA, Canada, Germany, England, and China. Lira Import gives guarantee of product’s authenticity and covers all kind of warranties, which makes them one of the best cosmetics store in Bangladesh. Thus, making online shopping experience great in Bangladesh.The top management is interested to introduce luxury fashion goods for customers. However, the top management hired a group of researchers to find out consumers’ purchase behavior towards luxury fashion goods. The researchers from the literature review revealed thatcompany’s interest on launching luxury products are related to price consciousness, online trust,and product availability (Liu, Burns, & Hou, 2013). The author further stated that word of mouth and purchase intention also need to be considered to better understand the above scenario.2. Problem Statement The researchers will investigate customers’ price consciousness, online trust, product availability, word of mouth, and purchase intention in relation to luxury purchase behavior towards online shopping in context of Lira Import in Bangladesh.
2Online Shopping Behavior Towards Luxury Goods in Context of Lira Import in Bangladesh3. Literature Review3.1 Price ConsciousnessA consumer more highly involved in the negative price element related to the product element may be described as price consciousness for the particular product class. Such consumers display sensitivity for paying lower prices, and hence are more likely to view price in its negative role. Monroe & Petroshius (1981) characterize a shopper as price conscious.According to Zeithaml (1984), price consciousness is sensitive to price differences; it is a concern for price as a criterion in decision-making and also internal limits on what the consumer is willing to pay. Lichtenstein, Ridgway & Netemeyer (1993) consider price consciousness as the level to which consumers use price as a decision-making criterion within a negative role. In other words, a consumer who has price consciousness is not willing to pay a higher price for a product or he only centers on searching for low price products. In this study the researchers will take Lichtenstein, Ridgway & Netemeyer (1993) definition as a construct.3.2 Trust A definition of trust is the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important tothe trustor, irrespective of the ability to monitor or control that other party (Mayer et al., 1995).