| The research is about Generation Yers’ purchasing intention for luxury product via internet in China. Through developing a hypnotized structural equation model, we discuss some of the factors results in the luxury purchasing intention online. Subjective norms/social support, concerns about luxury, attitude toward luxury and self conscientiousness are proposed as the indicators of intention of Chinese Generation Y to buy luxury products. Previous online shopping experiences and the intention to purchase luxury combined are investigated as the predictors of the intention to use internet to search information of luxury and intention to buy luxury online. In addition, the intention to use internet to search luxury information leads to intention to buy luxury online also has been discussed in the model. Questionnaire was used as the tool to collect the responses. Through sample analysis, we found that our model is well supported except on hypothesis which is the connection between self conscientiousness and luxury purchasing intention. Beyond these, we have some extra findings. |
PDF Full Text Request