The Influence of Vlog on Consumers’ Luxury Purchasing Behavior in the Chinese Market—Based on the Theory of Planned Behavior

In the digital era, more and more industries are taking social media marketing seriously, especially for the luxury industry. They need to build a better relationship with their consumers through social media. Among the various social media, vlogs have become one of the marketing tools that luxury brands have to focus on because of their visual nature that allows consumers to better understand the brand's products. As China is a potential market for luxury goods, this study aims to investigate the impact of vlogs on Chinese consumers' luxury goods purchasing behavior. Based on the theory of planned behavior and the influence of social media on consumers' intention to consume luxuries, this study constructs a model of consumers' behavioral mechanism of purchasing luxury goods, and uses the PLS-SEM modelling algorithm and Smart PLS3.0 software to process and analyze the collected questionnaire data. By comparing the behavioral mechanisms of consumers who have not watched a brand vlog with those who have, the findings show that vlogs have a positive impact on the attitudes, subjective norm and perceived behavioral control of consumers' luxury purchases, with a greatest impact on the subjective norm. The study also shows that the influence subjective norm on intention increases because of vlog. The results of this study can help luxury brands to develop more effective social media marketing strategies to increase consumers' purchase intentions and bring more revenues to luxury brands in the Chinese market.