How do household income and self-confidence influence Chinese college students’ purchase intention on luxury footwear?

Abstract

The objective of this paper is to investigate the influence factors of Chinese college students on luxury products’ purchase intention, especially footwear. In particular, the research aims to find the relationship between household income and students’ purchase intention on luxury footwear. Furthermore, the purpose of this study is to find out whether there is a relationship between self-confidence and students’ purchase intention on luxury footwear and how it matters. By use of the questionnaire to investigate the relationship between these two factors. Analyze the data and find out how it matters. The result shows that there is a strong correlation between income and Chinese college students’ purchase intention on luxury footwear. Self-confidence is also correlated to luxury footwear. Both of them are positive related to the purchase intention of luxury footwear. However, they are very weak which means they have little effect on Chinese students’ purchase intention on luxury footwear.