The Research on the Impact of Chinese Social Media Platform RED upon Chinese Female Consumers Consuming Willingness on Gucci Bags

Abstract

With the development of technology, the influence of social media on consumers cannot be underestimated. Especially during the epidemic, when most parts of the world were in a state of lockdown, online social platforms became almost the best hope for many luxury and fashion brands. This also provides a new opportunity for luxury goods marketing. How to use social media to increase consumers' willingness to buy has become a new hot topic that brands are increasingly concerned about. This paper uses the questionnaire to investigate whether female is influenced by RED to have willingness to buy Gucci bags, how often they are influenced, and what kinds of content influence and what kinds of content influence their willingness to purchase to 200 female customers in RED. While the economic situation, environment, and practicality are all issues that consumers consider, the majority of people will initially build their brand image and purchase because of the social media content. It suggests that RED will develop future potential customers for Gucci. In theory, this paper analyzes the types of content and atmosphere on social platforms that lead to consumer purchases, filling the research gap where most previous studies have analyzed the reasons why social media users share luxury goods on social platforms while ignoring luxury purchases under the influence of social media.