초록 열기/닫기 버튼
It is important to note that China's garment and luxury market has been introduced in a short time and developed to a different degree from the mature capitalist countries in the west. The research on consumer attitudes and purchase intentions is a relatively new field in China. Based on the above reasons, understanding consumers' demographic characteristics and consumers' attitude towards Fashion-related Luxury Goods can provide a lot of help for enterprises to formulate marketing strategies. The results are as follows. First, it is related to the demographic characteristics of overseas tourism experience of Chinese female consumers in their 30s and their attitude towards luxury goods, among them, unmarried consumers have the greatest impact on luxury preferences. According to the survey, consumers with higher education and income have a more positive attitude towards luxury goods, and the influence of emotion, behavioral tendency, knowledge and preference is the most obvious. Secondly, the demographic characteristics of the research subjects are related to the purchase intention of luxury goods. Among them, there are significant differences in the purchase intention due to different educational background. Third, the subjects' emotions, behavioral tendencies and preferences towards luxury goods have a positive impact on their purchase intention.
키워드열기/닫기 버튼
Luxury Goods, Attitude, Purchase Intention, Chinese Female in their 30s
