Abstract
This study aimed at the influencing factors of luxury online marketing on the consumption behavior of Chinese college students in the post-epidemic era. In-depth interviews and grounded theory were used to study the influencing factors of content production by using the collected text and audio materials as coding sources. The study found that the main influencing factors are platform service, stimulated desire, luxury value, functional value, and risk perception. Among them, luxury value stimulates desire, and functional value increases the willingness to pay consumers. Consumers’ Risk perception will inhibit their willingness to pay for them. The impact of platform services on consumers is a neutral factor. Therefore, to promote the purchase rate of college students’ luxury online marketing, it is necessary to have good platform services, strengthen the luxury value and functional value, stimulate desire, and reduce risk perception.
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