An Empirical Study on the Digital Consumption of Luxury Goods Based on Outlets

Abstract

Abstract Outlets, a business model with a history of more than 100 years abroad, has shown a rapid increase in recent years. To explore the shopping needs of consumers in the luxury economy, at the same time, to improve the tourism competitiveness of outlets, this study uses quantitative research methods, taking outlets tourism industry and consumers as research objects, by using single-factor variance analysis, non-parametric test and variance homogeneity test, this paper analyzes the shopping willingness of consumers with different attributes and finds that the shopping willingness of consumers with low income is lower than that of consumers with high income; the shopping willingness of consumers with low educational level is lower than that of consumers with high educational level, and the shopping willingness of consumers with white-collar jobs is significantly higher than that of consumers with other jobs. In the light of the above conclusions, this study puts forward two suggestions for the flourishing tourism retail industry: it suggests that outlets managers should adopt targeted marketing strategies for high-income, high-educated and white-collar people and that outlets managers should pay attention to the important role of sales personnel in tourism retail consumer service.