Yong Zhu, Shen Fan, Ziyang Liu, Journal of Internet Computing and Services, Vol. 26, No. 4, pp. 99-111, Aug. 2025
10.7472/jksii.2025.26.4.99, Full Text:  HTML
Keywords: Bonded Warehouse Direct Shipping Platforms, consumer characteristics, Affordable Luxury, Perceived Value, Policy Support

Abstract

This study aims to examine the impact of bonded warehouse direct shipping platform characteristics and consumer traits on purchase intentions for affordable luxury goods in China. Specifically, it investigates how factors such as product price, product quality, logistics services, after-sales services, and customs services, as well as consumer innovativeness and self-efficacy, influence purchase intentions. The study further explores the mediating role of perceived value in the relationships between both platform characteristics and consumer traits and purchase intentions. In addition, the moderating effect of policy support on the relationship between platform characteristics and purchase intention is analyzed. The findings are expected to enhance the understanding of consumer behavior in the context of bonded warehouse direct shipping platforms and the affordable luxury market in China, and to provide valuable insights for the development of targeted marketing strategies.

Statistics
Cite this article