The Influencing Factors of Consumer Purchase Intention for Luxury Brand Digital Collection

Since 2021, the concept of metaverse began to rise, digital collections on blockchain have become the focus of attention in both academia and industry. From an empirical perspective, this paper addresses the development status quo of the digital collections of luxury brands and combines the empirical studies of some research scholars, puts forward the research hypothesis of this paper, and on the basis of which a questionnaire scale is designed to analyze the relevant factors affecting the purchase intention of consumers of digital collections of luxury brands. A total of 556 valid questionnaires were recovered, and descriptive analysis, reliability analysis, correlation analysis, regression analysis and difference analysis were conducted by SPSS26.0. The results show that the higher the reliability of the distribution platform, the better the quality of the luxury brand digital collections, the better the feeling of using the distribution platform, the higher the recognition of the luxury brand, and the more the added value of the digital collections of the luxury brand meet the consumers' needs, the more effective it is to increase the consumers' purchase intention. This study combines the results of related studies provide theoretical basis and practical suggestions for the development of digital collection consumers, digital collection distribution platforms and luxury brands.