Ricerc@Sapienza

The purpose of this study is to explore the online qualitative research methods which make use of synchronous interviews with a focus on the soft laddering technique. The aim is to understand the validity of such technique conducted online through digital platforms to study consumer behavior as compared to the face to face mode, and to provide suggestions for possibly usage from researchers and practitioners in compliance with social distancing regulations during the COVID 19 pandemic.

Purpose of the paper: This paper aims at analyzing product perception, product
preferences and purchase motives for obtaining a better understanding of consumer
purchasing behavior with regard to new luxury goods. Our objective is to comprehend
which attributes drive consumers to purchase new luxury products, and what are the
values pushing them to their choices.
Methodology: We applied laddering interviewing, which is a technique
referring to the means-end theory. By finding linkages between product attributes,