Study On Influencing Factors Of Affordable Luxury Online Purchase Intention

In recent years,with the rapid development of Chinese economic growth,consumption upgrade and e-commerce,Chinese has become the third largest consumer of luxury goods,light the second largest consumer of luxury goods,luxury goods consumption has gradually become the light network emerging consumption patterns.Acceissble luxuy belonging to the luxury category,but both in the brand characteristics and consumer positioning have their own characteristics.Before most of the studies are the two as a whole of luxury goods online shopping,this is luxury and luxury light first classifying domestic research papers,we clarify the two concepts,in-depth study for light luxury goods category.First of all,this paper first clarifies the concept,characteristics and classification of light luxury goods;secondly,lack of complement factors in the light luxury goods purchases will impact the lack of empirical research;third,in the research on perceived value driven purchase intention,most scholars adopted five dimensions;the reference value of two dimensional perception theory,research on luxury goods online shopping perceived value from two aspects of perception and perception of benefit loss,and in-depth understanding of the basic theory of Technology Acceptance Model and social influence,social influence and add network visibility two external variables,constructed the light luxury value perception of online shopping model,has great significance and value.In this study,SPSS20.0 software was used to analyze the data of 207 valid samples:Perceived entertainment can not predict light luxury goods online purchase intention.The people of light luxury goods online shopping perceptions remain in the "cheap" cognition,mostly because of the discount efforts is the choice of online shopping online shopping channels,few consumers can enjoy light luxury goods online shopping brings feelings and entertainment in online shopping in full.Perceived benefits,perceived preference has a positive impact on consumers' willingness to purchase online than perceived usefulness.In the perception of loss,the loss of the perceived experience of the pen identity loss can negatively affect the willingness of consumers to buy online.Social impact,website awareness and perceived value positively affect the willingness to purchase online.On the basis of research results,this article puts forward the following proposal,for the light luxury goods brands,one must adapt to the consumer online shopping needs,buy services through online shopping channels and cooperation or self business platform high-profile online light luxury goods;second make up the existing problems of online consumer experience about the loss of light luxury goods the adoption of new technology.According to the electronic business platform,we must first stop for users of the price war,give full play to the third party platform brand and product many kinds of advantages,improve the useful knowledge of sexy third party platform online shopping;secondly can try a 020 way to set up the line flagship store,reduce consumer perceived risk.