Abstract
This study focuses on the Sichuan young women using lending platforms based on their luxury impulse consumption and how these platforms affect the perceived use, trust, and risk for the consumption. An in-depth analysis of the status quo and trends of Chinese residents’ luxury consumption psychology and consumption behavior has essential theoretical and practical significance for domestic and foreign luxury goods companies to explore the Chinese market better and promote the transformation and upgrading of my country’s consumer market. The three research objectives are: to explore the convenience brought by the emergence of Internet lending, to solve a series of customer attitudes through internet lending platforms, and to propose the control of the online media market.
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