The Study Of Online Luxury Fashion Consumer BuyingMotives And Consumer Groups

Domestic apparel consumers are increasingly accustomed to buy luxury goods online. Meanwhile in2012, due to the slowdown in the domestic luxury market, luxury brands in China start to sale products online in order to find a new way to increase its sales. Therefore, the study of the domestic luxury e-commerce has become extremely urgent. Consumers are the object of all marketing activities, so that the study on consumer behaviors will be the key that lead brand to winning the market. Through a designed and verified51items scale, I obtained the online luxury fashion consumer motives with analysis, classified different consumers groups based on its charactors and behaviours, analyze and validate the relationship between demographic variables and purchase behavior. At the end, I make the theory into practice and proposed differentiated marketing advices according to the current situation of luxury e-commerce enterprises.The main contents include five parts and the corresponding conclusions as follows. Combine data from42famous domestic luxury E-Commerce with the development history of Chinese E-Commerce. Put domestic luxury E-Commerce into three main developing periods. Analyze the present situation and existing challenges. Plot the quadrant diagram of prices of domestic luxury shopping websites vs. brand control. Plot the development history of Chinese luxury E-Commerce. With intense research on literature, in-depth interviews with9consumers and4specialists, an initial survey with173participants, a second survey with229participants, and an official survey with842participants, a model for buying behaviors is established with2motivation categories,4 motivation wizards, and a total of10motivation dimensions. A table of51categories is designed for buying behaviors of online luxury fashion consumers. Scientifically process the research data using SPSS19.0software. Sort buying behaviors of online luxury fashion consumers in order of significance. Obtain main factors that prevent offline luxury fashion consumers from buying luxury online, which will provide proves to relevant marketing activities. Based on cluster analysis, variance analysis, and Duncan model, the consumers are statistically subdivided into four categories with significant variations and different names. Demographic variables is used for cross-over analysis. Each category is characterized in detail, which will provide reference to relevant research and marketing activities. According to the findings and marketing theory, I suggest several differentiated marketing recommendations for different online luxury fashion consumers groups which has been categorizedin this essay in product strategy, pricing strategy, channel strategy and promotion strategy.Research results of consumer groups, buying motives, factors affecting and differentiated marketing will provide a reference for luxury brands and luxury goods e-commerce enterprises to carry out effective marketing activities and also provides research material for future study.