A Study On Purchase Preference Of Young Group’s On-line Luxury Consumption Based On Conjoint Analysis

This paper argues that China’s on-line shopping culture is still in the low-cost, andconvenience of social cognition range, light luxury better adapted to China’s on-line shoppingenvironment, it meet consumer psychology and the net purchase price acceptable range of theyoung Chinese on-line shopping groups. The main features of light luxury include high visibility,good quality, but the price is significantly higher than ordinary brands within the scope of thepublic to accept a significant symbolic value of the brand to consumers can bring pleasure andenjoyment and so on.In this paper apply with conjoint analysis on younger age groups of20-30years for theluxury online shopping consumer preferences empirical research. The results showed thatyounger age groups in the luxury online shopping is the most concern about "price", came insecond place is the "authenticity", then "brand" and "style." Therefore recommend that the e-commarketing always put price factor on the most prominent position, with low prices to attractconsumer attention, to meet consumer demand for low-stage, in addition maintain goodreputation and product quality assurance platform. For luxury brands to constantly enrich itscontent create a distinctive brand personality is presented to the consumer three-dimensional,diverse, sincere and profound brand attributes, establish an emotional connection between theconsumer and.In this paper, a comparative study based on the luxury on-line shopping experience, gender,occupation, education, income and other demographic variables, different groups digging luxuryon line shopping consumer preferences. According to statistics, it is recommended for womengroups should emphasize good economical effect for men big luxury groups should emphasizehigh quality, in order to meet the needs of the female self using and men gifts using needs; forstudent groups should more focused on the low-priced products, for enterprises employer andcivil servants should more focused on the mid-class products, recommend a different brandpersonality of the product according to the characteristics of different occupations.In this paper apply with cluster analysis, attempting to luxury online shopping youngergroups classifies value for money type, demand is weak type, brand-oriented type, price andoverall balance-type hypersensitivity-type five categories, summarizes other features, it is recommended Value-based marketing focus lock, brand-oriented type, price hypersensitivitythree categories of consumer groups.