基于千禧一代消费行为的奢侈品微信商务影响因素研究

Influence of WeChat E-Commerce on Luxury Brands Based on Millennials’ Consumer Behaviors

随着千禧一代消费者迅速崛起,奢侈品牌开始积极探索合适的线上销售渠道以期弥补实体销售的下滑。以奢侈品电子商务及千禧一代消费行为理论为基础,对奢侈品在中国市场的微信电子商务现状进行调研分析。结合技术接受模型相关变量,对影响千禧一代对奢侈品微信电子商务感知态度的因素进行问卷调研及假设检验。构建了以提升消费者线上购物接受度和体验为目标的态度回归模型,为奢侈品的微信电子商务营销策略提供建议与理论依据。

With the rapid grown up of millennial generation,luxury brands are actively exploring suitable online sales channels to make up the decline in the physical store setting.Based on the theory of luxury E-commerce and the consuming behavior of millennials,the WeChat E-commerce status of luxury goods in the Chinese market is investigated and analyzed.Combining with the related variables in the Technology Acceptance Model,questionnaires and hypothesis testing were conducted on factors influencing millennials,perceived attitude towards luxury WeChat E-commerce.An attitude regression model aimed at improving consumers'online shopping acceptability and experience is constructed to provide suggestions and theoretical basis for the WeChat E-commerce marketing strategy of luxury goods.