The Influence Factors Research Of Online And Offline Channel Selection Of Luxury Consumption

With the rapid development of economy and gradually improvement of the disposable income of the consumers, China gradually become the important areas of world’s luxury consumption. At the same time, with the strong development of e-commerce, the proportion of Internet users who using the Internet shopping in China is increased year by year, and online shopping category also gradually towards the high-end products.So it is necessary for the influence factors of consumer online buying luxury goods were studied.And providing theoretical basis for the government to formulate the luxury business marketing management,enterprise marketing and consumers’ rational consumption.This study, From the consumer perspective, using a combination of qualitative analysis and quantitative analysis, were studied(1)Through a large number of literature reading and analysis, summarized thepresent research of for the luxury consumption motives, mainly including personal motivation and social motivation.At the same time based on perceived value which has carried on the induction summary of consumer online shopping factors, mainly including perceived risk perceived benefit, perceived loss;(2)Based on grounded theory, and with the aid of Nvivo10 qualitative data analysis software, further exploring the luxury consumption motives and influence factors for consumers’ online luxuries consumption. It is concluded that the concrete contains variables. Personal motivation: brand image, perfectionism, psychological experience,self-reward, self-improvement and self-enjoyment, Self-expansion;Social motives:situation need, conformity, gifts, face, compare to show off, symbol of status; Perceived risk: personal information, online shopping experience, business reputation, payment security. Perceived benefit: convenience, product selection, service, price and quality.perceived loss: experience, enhance feelings, identity, brand value, time and money;(3)Based on the theory of TAM, combining with the grounded theory analysis results,formally established the research model and specific research variables in this paper.Through factor analysis first, get the following conclusion, common luxury consumption motives of consumers:Personal motivation: Self-gratification, brand image,perfectionism, self-expression; Social motives: Conceit comparing, vanity, situation need,gift; Perceived risk: Information security, business reputation, online shopping experience.Perceived benefit: convenience, price,and service. perceived loss: Identity, experience,value, promote the emotion. Then with the help of a structural equation model, through the empirical study,it is founded that Perceived ease of network and Perceived network usefulness have a positive influence on perceived benefit;and have a negative influence on perceived loss;The factors which will eventually influence consumers who buy luxury goods online or offline are perceived benefit and perceived loss; At the same time, the personal motivation plays a partial mediation effect between independent variables(perceived benefit and perceived loss) and dependent variable(Luxury goods online shoppingintention),However, it is not significant effect on consumers who tend to be social motives.(4)Finally, through a summary of the above qualitative and quantitative analysis,according to research conclusions, relevant advice are discussed including government departments, the luxury goods companies and consumers.