The Effects of Consumer Consciousness of Chinese MZ Generation on Purchase Intention of VR Fashion Products : The Mediating Role of Brand Image and Brand Attitude

서지정보

· 발행기관 : 한국생활과학회
· 수록지 정보 : 한국생활과학회지 / 32권 / 5호 / 633 ~ 646페이지
· 저자명 : 장탁명, 이지현

초록

The study examines the relationship between the consumer including environmental, value, and status, consciousness of the Chinese MZ generation for VR fashion products and brand image, brand attitude, and purchase intention. An online survey was conducted involving 239 consumers from the Chinese MZ generation, aged 20-30, residing in Beijing and Shanghai, China. The collected data was analyzed using descriptive statistics, confirmatory factor analysis, reliability analysis and path analysis, with SPSS 25.0 and AMOS 25.0. The research findings indicate that the consumer consciousness (environmental awareness, value consciousness, status consciousness) of the Chinese MZ generation significantly influenced brand image and brand attitude of VR fashion brand. Additionally, brand image and brand attitude positively impact purchase intention for VR fashion products. Furthermore, brand image and brand attitude are significant mediators between the consumer consciousness of the Chinese MZ generation and the purchase intention for VR fashion products. The findings of this study indicate that the expectations of the consumers for VR fashion products are shaped by their perceived values and symbolic values with regards to social status and differentiation, rather than the level of technological innovation offered. These results could make a valuable contribution to consumer research on the Chinese MZ generation, and provide important marketing insights for VR fashion products.

참고자료

· 없음