SHANGHAI — Bargain hunting remains a key driver for purchasing luxury goods online among Chinese consumers, who are increasingly turning to mobile devices and more sophisticated payment methods when buying products via the Internet, according to a study released Tuesday.
The study, conducted by consultancy KPMG in partnership with Glamour Sales China, an e-commerce site specializing in discounted luxury products, and Mogujie, an e-commerce and social networking site similar to Pinterest, surveyed more than 10,000 Chinese consumers’ luxury consumption habits online. It found that while the majority of shoppers still look for discounted items on the Internet, more are willing to pay full price for limited-edition products unavailable in stores or for products from luxury brands that do not yet have retail locations nearby.
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