在转型升级和互联网浪潮背景下，本研究提出了本土新奢侈品的概念，构建了基于新媒体传播为调节变量的产品感知、品牌感知、传统广告与消费购买意向的影响模型。同时，针对300多位消费者搜集了247份有效问卷，进行了实证分析。研究结果表明，新媒体传播在本土新奢侈品产品感知、品牌感知、传统广告与消费购买意向中发挥调节效应，即新媒体传播能增强本土奢侈品产品感知和品牌感知和传统广告对购买意向的影响。

In the transformation and upgrading of the wave of the internet background, this study put forward the concept of local new luxury, construct the new media based on the influence of perceived product, as moderating variables of brand perception, traditional advertising and consumer purchase intention model. At the same time, according to more than 300 consumers collected 247 valid questionnaires, empirical analysis. The results show that, the new media play a moderating effect on the purchase intention of native new luxury products, brand perception, perception of traditional advertising and consumption, the new media can influence the enhancement of local luxury product perception and brand awareness and traditional advertising on purchase intention.