Eliciting Societal Views on the Value of Life-Extending Treatments Using Q Methodology

Deogaonkar, Rohan; Baker, Rachel; Mason, Helen; McHugh, Neil; Collins, Marissa

doi:10.1007/978-3-319-28267-1_10

Cited by 1 publication

(1 citation statement)

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“…Q sorting takes about 30 minutes and starts with a subject's introduction of the study and then guide the participants with information about classifying of the set of statements. Q statements are written onto cards and participants are requested to read and arrange these cards into 3 random pile: those respondents most agreed with, those they most disagreed with and those that they had no opinion on or are neutral about (Raje, 2007;Deogaonkar et al, 2016). After participants ranked all items, they should decide the statistical value (from -3 to +3) using quasi-normal distribution of a seven-point Likert scale shown in Figure 1.…”

Section: Q Sortingmentioning

confidence: 99%

Millennials’ Attitudes Toward Online Luxury Buying Behavior in South Korea: A Q-methodology Approach

Burnasheva¹,

GuSuh²,

Villalobos-Moron³

2018

ABR

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The millennials are a crucial generational cohort of customers who buy luxury goods online. Asian luxury consumers became the major driver of global luxury sales growth. While there are a number of papers from developing countries in Asia, this study explores millennials' attitudes toward shopping online for luxury goods from among the most world's leading economy of South Korea. This paper has used Q methodology to examine and categorize millennials' behavior toward online luxury consumption. The QUANAL program was employed for data collection and results revealed that there is a significant behavioral distinction between three types of shoppers such as Online Convenience Shopper, Online Economic Shopper and Traditional Shopper.The findings of this study have a managerial contribution by understanding the typology of online luxury goods consumers among Korean millennials. As one of the sizable cohorts who are purchasing luxury online, this paper could help managers to maintain and increase sales growth among millennials online. This study has also a theoretical or academic contribution by creating a new consumer type and broadening the knowledge about online luxury buying behavior.

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Section: Q Sortingmentioning

confidence: 99%