Research On The Factors And Countermeasures Of Influencing Consumers’ Willingness To Buy Jewelry

In recent years,jewelry,as a typical luxury,is no longer a product that only belongs to the rich.The trend of public purchase of jewels is increasing.But with the reform of supply side structure,the jewelry industry is also in the stage of resource integration.The corresponding traditional jewelry sales mode and environment have also undergone great changes.Customers’ purchase awareness is changing,and consumers’ purchasing channels are increasing.According to the data of China’s jewelry consumption analysis in 2015,The conspicuous consumption of Chinese consumer behavior is decreasing year by year,the importance of brand identity is gradually decreasing,and experiential consumption is becoming more and more popular with consumers.With the gradual increase of rational consumption psychology,consumers can try more brands with a more open mind.In today’s endless marketing way,how to better determine the factors that affect consumers’ purchase will restrict the development of jewelry industry sales.However,the research on this aspect of the market is almost blank.It is very important to study the consumer’s purchase intention and summarize the marketing strategy from the perspective of the consumer’s interests.In order to understand the purchasing psychology and consumption intention of customers,it is necessary to study the factors that influence domestic consumers’ willingness to buy jewelry.This paper summarizes the factors that influence consumers’ jewelry purchase intention through literature review and jewelry industry’s own characteristics.It is mainly affected by four factors,namely,product factors,personal factors,consumption environment factors and social and economic factors.At the same time,through the study of relevant theoretical models at home and abroad.This paper analyzes and collates the research models of consumer purchase decision theory,perceived risk theory and planned behavior theory,formulates the research framework,and then forms a preliminary questionnaire,And through the preliminary investigation to determine the final questionnaire program.Through statistical analysis and analysis of the Internet survey,there are significant differences in the factors that influence consumers’ purchase intention for different consumer groups.Therefore,in the process of jewelry sales,different consumer groups should formulate different sales strategies to improve the turnover rate of products and enhance the efficiency of enterprises...