ANALYZING THE FACTORS AFFECTING CONSUMER BUYING DECISION ON JEWELRY ONLINE SHOPPING IN GUANGZHOU, CHINA

Abstract

From 2010 to 2018, China's jewellery market grew year on year, according to Euromonitor. In 2018, the market size of China's jewelry industry reached 696.5 billion yuan, with a year-on-year growth of 6.7%. In the future, with the improvement of per capita disposable income and economic strength, it is expected that the demand for high-end jewelry products will continue to increase, and the total sales scale of the industry will continue to grow, which is expected to reach 874.2 billion yuan by 2022. At present, offline purchase is still the main way of jewelry shopping in China. With the continuous development of e-commerce, understanding the determinants that affect jewelry consumers will help decision makers and marketers to formulate effective policies and marketing strategies to determine the market position of jewelry online shopping. The purpose of this study is to explore the potential factors influencing Chinese consumers' choice of jewelry online shopping. To analyze the influencing factors of Chinese consumer decision and jewelry purchase in order to better understand consumers and provide suggestions for future research.