Science Research Management

Science Research Management ›› 2016, Vol. 37 ›› Issue (6): 84-91.

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The Study of The New Media Spread on the Local New Luxury Brand Cultivation Research with the Customer Purchase Intention Influence

Liang Lei 1, Lai Hongbo 2, 3   

  1. 1. School of Economics and Management, Tongji University, Shanghai 200092, China;
    2. School of Management, Fudan University, Shanghai 200433, China;
    3. School of Art Design and Media, East China Universityof Science
    and Technology (ECUST), Shanghai 200237, China
  • Received:2015-04-22 Revised:2016-01-03 Online:2016-06-20 Published:2016-06-12

Abstract: 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.

Key words: new luxury, new media communication, brand, upgrading