This study examined the influence of media richness, brand storytelling and shopping experience on luxury goods purchase intention. The study aims to identify the factors that influence luxury goods purchase intention and analyze how consumer shopping experience regulates this behavior. This study proposes a hypothesis regarding the relationship among media richness, brand storytelling, and luxury goods purchase intention, and suggests that shopping experience is a mediator of these relationships. The data was obtained from 300 respondents through a structured online survey using quantitative research methods. This study conducted relevant analysis on the collected data, using statistical methods such as regression analysis and structural equation modeling to evaluate the hypothesized relationships between variables. The results show that luxury goods purchase intention is significantly positively influenced by media richness and brand storytelling. Luxury brands can significantly increase consumers’ willingness to purchase by producing high-quality media content and developing engaging brand stories that resonate deeply with consumers. This discovery provides valuable insights for luxury brands to develop more effective digital marketing strategies, thereby enhancing the brand’s purchasing experience and product strategy plans.