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Luxury products,which traditionally seem distant from the general public,are special commodities that are characterized with extremely high price,high quality,prestige, scarcity,and unique culture.Their target consumers are a small group of people who are rich and pursuing for a lifestyle of high quality and social identification.The super service and physical interactions with other consumers are highlights intraditional luxury industry.There is obviously a contradiction between luxury industry and the Internet,which is a mass media without the possibility of physical interactions. Though in controversies,the cooperation of luxury industry and the Internet is getting deeper all over the world,and the trend is even more obvious in China since 2010, when lots of Chinas luxury e-commerce websites receive enormous financing capital.
Why this abnormal phenomenon emerged?
This thesis starts with an overview of luxury products,luxury consumption and
luxury online retailing,explaining the definitions and the current situations in Chinasluxury market,in order to equip the readers with the subject in concern.
And then the contradictions between luxury industry and the Internet are brought up.However,with the ever changing consumer behaviors in the Network Era,luxury
industry cannot ignore the power of the Internet any longer.The most popular mode
of the cooperation of luxury industry and the Internet is online luxury retailing,so thisthesis elaborates its advantages and disadvantages.And it tumed out that the advantages outweigh the disadvantages quite a lot.That is why online luxury retailing becoming a new approach in luxury market.
Since luxury online retailing is a brand new business mode,it is still immature. In order to provide some strategies for luxury online retailers,this thesis adapted consumer purchase decision model to luxury consumers,making hypotheses that
there are 5 processes when luxury consumers make purchase decisions.Questionnaire
research is adopted,and SPSS is used for data analysis in this section.And we find
out some factors that significantly influence the consumers purchase decision.In the last section,some strategies based on these major influence factors are suggested.