Buying Jewelry Online: A Study of Buyer Characteristics for Buying Behavior

The study investigated how buyer characteristics influence on buying jewelry online, particularly in Sri Lankan jewelry market. Given the intricate nature of online jewelry purchasing decisions, this study was vital. The objective was to understand the ways consumer characteristics shape their purchasing decisions. Qualitative research method was employed, using multiple case studies. In-depth interviews were conducted with fifteen participants using semi-structured format. Analysis used thematic analysis, incorporating both within-case and cross-case methods. Results indicate that online jewelry purchasing is multifaceted, marked by numerous uncertainties. Before purchasing, consumers meticulously examine specifics like material quality, cost, size, and design. This heightened scrutiny is largely due to the inherent value of jewelry and absence of physical inspection before buying online. As a result, brands must prioritize consumer needs and align their offerings with customer expectations. The insights are invaluable for future business owners, marketers, web creators, designers, and producers in comprehending what consumers anticipate. Received: 1 July 2024 | Revised: 23 August 2024 | Accepted: 8 October 2024 Conflicts of Interest The authors declare that they have no conflicts of interest to this work. Data Availability Statement The data that support the findings of this study are not openly available and we can provide on request, on a case-by-case basis. Author Contribution Statement U. L. Thamara Priyanthi Gunasekare: Conceptualization, Methodology, Validation, Resources, Writing - original draft, Writing - review & editing, Visualization, Supervision, Project administration. M. Jayawardena: Conceptualization, Methodology, Software, Formal analysis, Investigation, Resources, Data curation, Writing - original draft, Writing - review & editing, Visualization.