With the advent of the digital age,Chinese millennial consumers have been deepening their attachment to the Internet,and luxury brands start to set up their online channels to meet the needs of young consumers.Although the theory of supply and demand shows that increasing the awareness of luxury and the desire of the mass consumers can help to maintain luxury image and increase consumerswillingness to purchase,the luxury scarcity theory shows that there is a congenital conflict between the ubiquitous online platform and exclusive luxuries,which will reduce consumersbuying behaviors of luxury goods.Therefore,there are still lacks in the research of whether luxury goods should be sold online and how to sell online.Based on previous researches,starting from the online accessibility established by luxury enterprises in digital marketing,this paper integrates the theory of supply and demand and the principle of luxury scarcity,then constructs the conceptual model of luxury online accessibility,perceived luxury value and consumers purchase intention.Subsequently,descriptive statistical analysis,hierarchical regression analysis and bootstrapping test were contacted using data from 209 online participants.The results show that: 1)There is an inverted U-shaped relationship between the luxury online accessibility and consumers purchase intention; 2)There are inverted Ushaped relationship between the luxury online accessibility and perceived social value,uniqueness value and quality value; 3)Perceived luxury values mediate the relationship between luxury online accessibility and consumers purchase intention completely.The results of this research put forward the path from the digital marketing activities of luxury enterprises to consumerspurchasing behavior.By integrating the theory of supply and demand and the principle of luxury scarcity,the research on the combination of luxury development and Internet has been further deepened.At the same time,the research results also put forward practical implication for luxury brand managers in implementing digital marketing.On the one hand,it is necessary to establish an appropriate degree of luxury online accessibility for consumers,which may increase their willingness to purchase.On the other hand,luxury firms should focus on the promotion and reconstruction of consumersperceived luxury value in the digital context,which may further strengthen the brand image and consumersbuying behaviors.