A Study On The Influencing Factors Of College Students' Online Luxury Consumption Behavior

Shenzhen is one of the first special economic zones established since China's reform and opening up.It is the window of China's reform and opening up.In recent years,the consumption of luxury goods has been increasing with each passing day,forming a tide of luxury consumption.With the rise of the Internet,online shopping starts to appear,which not only develops a new sales channel for enterprises,but also becomes part of people's lives.At the same time,the field of luxury e-commerce has also attracted the attention of the majority of businesses.Contemporary college students have a wide range of value goals,and their consumption characteristics are also diversified.They are most sensitive to the network and able to quickly adapt to new forms of consumption.China's luxury consumer groups are younger compared with those of foreign countries.It is of great practical significance to master the influencing factors of college students' online luxury consumption behavior by analyzing their luxury consumption behavior on the Internet and understanding different psychological changes and the resulting consumption behavior during their online consumption process.On the basis of studying a large number of literatures,this paper combines domestic and foreign scholars' research on the status quo of luxury goods research and the consumption behavior of luxury goods.Based on the characteristics of the consumption behavior of college students in Shenzhen,the paper summarizes the major factors influencing the luxury consumption behavior of college students in Shenzhen,namely,luxury products,consumer attitudes,consumption expectations and consumption motives,constructs a framework model,put forward different research assumptions,defines the corresponding variables,and manipulates the different variables.Lastly,we design and distribute questionnaires,collect the data,and conduct data analysis with SPSS22.0 software.The analyses are specified as follows: Firstly,the validity and reliability of the questionnaire contents and structures are examined by exploratory factor analysis and reliability analysis.When the exploratory factor analysis is carried out,the two factors with factor load less than 0.5 and one factor with a cross load greater than 0.4 are deleted.The correlation analysis has proved that positive correlation relationship exist between the four factors and the luxury consumption behavior of college students in Shenzhen,and consumption expectations are most significantly correlated with the consumption behavior with the Pearson correlation coefficient being 0.550.All the hypotheses are verified to be true by the regression analysis,which validates the research result.At last,considering the problems of luxury online consumption,the paper presents suggestions on marketing for enterprises' consideration and on building the correct consumption awareness among college students and points out the deficiency of this paper and the future expectations.