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Study on the Willingness of Sichuan Young Women in Using Online Lending Platforms Driven by Luxury Impulse Consumption

Mengli Sun


This study focuses on the Sichuan young women using lending platforms based on their luxury impulse consumption
and how these platforms affect the perceived use, trust, and risk for the consumption. An in-depth analysis of the status quo and
trends of Chinese residents’ luxury consumption psychology and consumption behavior has essential theoretical and practical significance for domestic and foreign luxury goods companies to explore the Chinese market better and promote the transformation
and upgrading of my country’s consumer market. The three research objectives are: to explore the convenience brought by the
emergence of Internet lending, to solve a series of customer attitudes through internet lending platforms, and to propose the control
of the online media market.


Sichuan Young Woman; Online Lending Platform; Luxury Impulse Consumption

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DOI: http://dx.doi.org/10.18686/ahe.v6i15.5154