An Empirical Study On The Reputation Effect Of Luxury Goods And Consumers' Willingness To Buy

With the development of Internet technology, customers tell others easilier about their own knowledge about the brand and experience of consuming products, which is called word of mouth that has a value to the enterprise brand. So it is in the field of luxury. The effect of word of mouth undoubtedly become a source of strength for luxury brands to enter the market. The result that Bentley senior car successfully entered Chinese market is due to the effect of word of mouth about luxury brand. So the research on the effect of word of mouth about luxury is valuable.At the beginning of the study there were relationships that customer satisfaction, customer loyalty, perceived service quality and product involvement has a significant influence on the effect of word of mouth found by reading the literature in the general public consumption goods, but in the field of luxury there were few related articles.In addition, achieving customer satisfaction, customer loyalty, perceived service quality and high product involvement are the main marketing goals of luxury brands. Therefore, a further research about the relationships on the luxury brand should be started, and also explore the relationship between the effect of word of mouth about luxury and consumers’ purchase intention. And then there is some practical significance in this paper.The author uses the empirical research to conduct the research model and hypotheses, to design the questionnaire and to survey luxury customer. The result using partial least squares method and bootstrap method to test the hypotheses. So here is the conclusion of the study: customer satisfaction, customer loyalty and perceived service quality have significant influence on the effect of word of mouth about luxury and the effect on consumers’ purchase intention has significant, but the product involvement for luxury goods reputation effect had no significant influence on the effect of word of mouth The conclusion of the study is not only a theoretical supplement to the previous studies, and provides a theoretical basis for the marketing activities of luxury companies.