Luxury Online Shopping Influence Factors

With China’s rapid economic development, China’s luxury consumers were nolonger strangers, Chinese luxury consumption has increased steadily, among the highestin the world, culminating in the end of2012to become the world’s largest luxury goodsmarket. Has a huge market potential and strong purchasing power of Chinese consumersattracted global attention, foreign luxury brands have entered China to seize themarket.2008global financial crisis, the rising cost of luxury goods companies, in orderto cut costs, luxury goods companies began to select the Internet platform that hasstrong vitality, while the rapid development of the Internet makes online shoppingbecome a part of life has greatly changed consumer lifestyles. With the development ofelectronic commerce continues to improve, the luxury goods industry has graduallyabandoned the inherent bias, have begun to utilize this new means of selling luxurygoods, luxury goods purchased through the network began to pop up, and become a newprofit growth point, causing the luxury goods companies are highly valued.In conclusion, this study and absorb the results of previous studies, based on thecombined current consumption of luxury goods network on new developments andChinese luxury consumer market characteristics of the generic model updatingstimulus-response model, the establishment of the luxury consumer behavior affectnetwork factor model, and focuses on the shopping-oriented, consumer psychology,consumer perceived risk, and several other factors such as the impact on consumerbuying behavior and the degree of influence. Through the Internet and on-site fill outthe questionnaire method to collect data using statistical software SPSS17.0thecollected242valid questionnaires empirical analysis, such as the validity and reliabilityanalysis, correlation analysis, regression analysis, the following conclusions:(1) Consumer shopping guide, consumer psychology and consumer purchaseintentions and purchasing behavior there are significant between the close positivecorrelation between perceived risk and purchase intention and purchase behavior haveclose negative correlation.(2) Orientation is affecting consumer shopping intentions and behavior of the mostsignificant factor, followed by perceived risk and consumer psychology. According to results of the analysis intermediary role, shopping orientation andperceived risk on consumer behavior is also affected by consumer intentionsintermediaries, consumer intentions in the consumer psychological factors on consumerbehavior process does not play an intermediary role.(3) While in the shopping guide, the price guide for consumers purchasingbehavior and willingness to impact than several other factors more significant, followedby experience-oriented, convenience-oriented, entertainment-oriented and experientialorientation.(4) The consumer’s personal statistical variables, such as gender, education,disposable income for luxury goods online purchasing behavior were not significant,while age, the use of computers and the monthly average number of years with theluxury online shopping frequency is buying behavior has a significant difference.According to the results of empirical analysis, we also provide luxury onlineretailers and enterprises to provide some reference, as follows:(1) To provide high quality products, simplifying shopping process, improvelogistics speed and security to the customer experience as the center.(2) Further rendering luxury symbolic significance, but in the product designelements appropriate to join China, to meet the psychological needs of consumers.(3) To enhance network security and consumer privacy protection, good service,reduce the risk of the network to buy luxury goods.