Research On Consumers' Preference Of Chinese Luxury Shopping

Luxury consumption has a long history in all over the world no matter it was in the middle age or in modern world. Nowadays, thousands of luxury brands have emerged providing products from perfume, clothes, jewelry to car, yacht. In all, we can buy luxury in almost every kind of goods as long as we want. As the second largest luxury consumption country, China’s luxury industry has attracted the attention of all over the world. Although the future of online luxury selling is not so promising apparently, the trend of its fast growing is obvious. The study on consumers’ preference of online luxury shopping is based on the study of luxury consumption and the study of online shopping. This is a combination of e-commerce, traditional luxury consumption and consumer psychology. Just as the situation in some developed countries like America, Italy where people can buy luxury online easily, e-commerce is not just a technology or innovation, but as an extremely application into luxury consumption, it is a new way of life. It is changing not only the way of commodities consumption but also luxury consumption. Therefore, the targets for online luxury shopping are those luxury lovers who also enjoy online shopping experience. Based on all of these, this thesis is divided into five main parts.The first part talks about how the topic of the thesis comes up. It combines the fast growing luxury consumption in China and e-commerce. It analyzes the current situation of this topic’s study both abroad and at home which then displays the great significance of this study. This part also gives out the theoretical basis of the thesis and makes an outline of the whole thesis including both framework and content.The second part introduces the basic knowledge about luxury and online TheThe second part introduces the basic knowledge about luxury and online luxury shopping. It gives out the origin, definition, classification and characters of luxury. Besides, this part will also systematically introduce the current situation of luxury shopping both domestic and abroad. Some related online marketing and consumers’ economics theories will be explained.The third part analyzes what elements consumers care about based on consumer psychology and marketing theory. It explains the design of a questionnaire to analyze which elements of online luxury shopping are important for Chinese consumers. With statistical method, the survey will make preliminary analysis of all the elements that might affect online luxury consumption.The fourth part is the formal analysis of the collected data. Further suggestion comes as a final result of the analysis. It is the core of the thesis. It reveals the shortage of some luxury selling websites and gives advice combined with some unconventional marketing.The fifth part is the final ending of this thesis. It reviews the thesis and concludes all the analysis that has been made.