Factors Influencing Online Purchase Intention of Luxury Watches

The rise of e-commerce and increased trust in online shops has led to the emergence of websites for purchasing luxury watches that were previously only available through certified dealers. In the past, luxury watches were seen as solely luxury and self-symbolic; however, now they are seen through a value-oriented perspective as an investment (Faschan et al., 2020). This research outlines a comprehensive model of factors influencing customers’ intention to buy luxury watches online. The theory of reasoned action model (TRA) was extended including trust as another predictor of the customers purchase intention and payment method as a possible moderator between the relationship of these factors. Results indicated that all TRA predictors affect the customers purchase intention of buying luxury watches online, except the factor perceived usefulness (PU). The payment method was discovered to have no direct moderation effect between the predicting factors.