Abstract
Due to the rapid development of science and technology in China, online luxury consumption behavior has gradually become a new trend, and more and more people begin to consume online luxury goods. The purpose of this paper is to use a multiple regression model and ANOVA analysis to explore consumer behavior and influencing factors of online luxury consumption. The results show that the online luxury purchase experience has a significant positive correlation with advantages cognition, disadvantages cognition of online luxury consumption, and the effect of star live broadcast for the promotion of luxury goods. The consumption amount was significantly positively correlated with advantages cognition, disadvantages cognition, and star live broadcast effect. Personal factors also affect online luxury purchase behavior and influencing factors. Gender has a significant impact on the reasons for the online consumption of luxury goods. Age has a significant impact on the sum of consumption of online luxury goods, consumption reasons, and the perception of disadvantages. Educational background has a significant impact on the sum of consumption of online luxury goods. Monthly income has a significant impact on the sum of consumption of online luxury goods and the perception of disadvantages, and the urbanization of residence has a significant impact on the sum of consumption of online luxury goods.
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