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There was a lack of quantitative description on the acceptance of luxury fashion brand's new media advertising. In order to solve this problem, based on the Unified Theory of Acceptance and Use of Technology, marked by characteristics of Chinese new media advertising environment and luxury fashion brands, acceptance model of new media advertising for Chinese luxury fashion brand was constructed. Three independent variables in the original model were retained, including performance expectancy, effort expectancy and social influence. A new variable, perceived risk, was introduced. All variables were measured with Likert seven scales. 212 valid samples were collected by web-based survey. The SEM was used to analyze the effect of each factor on consumer behavior intention and test research hypotheses. The results show that social influence (1.012**) and performance expectancy (0.696**) have significant positive influence on consumer behavior intention. The effect of perceived risk and effort expectancy on behavior intention is not significant. [ABSTRACT FROM AUTHOR]

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The author holds that it is a developing trend for Chinese garment enterprises to adopt a standardized garment brand operating system such as the "Visual. Management/Marketing. Product" (V.M.P) system. For local garment enterprises, whether they choose the European -version V. M. P system or a local V. M. P system, the key is to streamline their internal management and set up related platform. [ABSTRACT FROM AUTHOR]