The Study on Consumer Behavior of Online Luxury Goods

2021 5th Annual International Conference on Data Science and Business Analytics (ICDSBA) Pub Date : 2021-09-01 DOI:10.1109/ICDSBA53075.2021.00094

Kerui Zhu, Weilun Huang

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Abstract

Due to the rapid development of science and technology in China, online luxury consumption behavior has gradually become a new trend, and more and more people begin to consume online luxury goods. The purpose of this paper is to use a multiple regression model and ANOVA analysis to explore consumer behavior and influencing factors of online luxury consumption. The results show that the online luxury purchase experience has a significant positive correlation with advantages cognition, disadvantages cognition of online luxury consumption, and the effect of star live broadcast for the promotion of luxury goods. The consumption amount was significantly positively correlated with advantages cognition, disadvantages cognition, and star live broadcast effect. Personal factors also affect online luxury purchase behavior and influencing factors. Gender has a significant impact on the reasons for the online consumption of luxury goods. Age has a significant impact on the sum of consumption of online luxury goods, consumption reasons, and the perception of disadvantages. Educational background has a significant impact on the sum of consumption of online luxury goods. Monthly income has a significant impact on the sum of consumption of online luxury goods and the perception of disadvantages, and the urbanization of residence has a significant impact on the sum of consumption of online luxury goods.

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网络奢侈品消费者行为研究

由于中国科技的快速发展，网上奢侈品消费行为逐渐成为一种新的趋势，越来越多的人开始在网上消费奢侈品。本文的目的是利用多元回归模型和方差分析来探讨消费者的在线奢侈品消费行为及其影响因素。结果表明，网络奢侈品购买体验与网络奢侈品消费优势认知、劣势认知、明星直播对奢侈品推广效果存在显著正相关。消费金额与优势认知、劣势认知、明星直播效果呈显著正相关。个人因素也会影响网上奢侈品购买行为及影响因素。性别对奢侈品在线消费的原因有显著影响。年龄对网络奢侈品的消费金额、消费原因和对劣势的感知有显著影响。教育背景对网络奢侈品消费金额有显著影响。月收入对网络奢侈品消费金额和劣势感知有显著影响，居住地城市化程度对网络奢侈品消费金额有显著影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

2021 5th Annual International Conference on Data Science and Business Analytics (ICDSBA)

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