Factors Affecting Online Shopping Intentions towards Luxury Products among Generation Y Consumers in Yantai City, Shandong Province

Abstract

The objectives of this research are: 1) to compare demographic characteristics that affect online shopping intentions towards luxury products among Generation Y consumers in Yantai, Shandong province, China, 2) to examine the Technology Acceptance Model (TAM) that affects online shopping intentions towards luxury products among Generation Y consumers in Yantai City and 3) to analyze perceived values that affect online shopping intentions towards luxury products among Generation Y consumers in Yantai City. The sample group used in this research comprised 400 generation Y consumers in Yantai city who had experience purchasing luxury products online. Convenience sampling was used, and online questionnaires were used as a tool to collect data. Statistics used in the analysis included frequency, percentage, mean, standard deviation, t-test, F-test, and enter method multiple regression analysis. The research results were found that perceived ease of use and behavioural intention, as components of the Technology Acceptance Model (TAM), significantly predicted online shopping intentions, while perceived usefulness did not. In the context of perceived value, it was found that price, emotional, and epistemic values significantly influenced online shopping intentions, whereas social value had no significant effect. Marketers targeting Generation Y should focus on developing user-friendly online platforms, enhancing emotional connections with products, and highlighting the value and convenience of purchasing luxury products online.