新中式服装感知价值对Z世代购买意愿的影响研究

Research on the Impact of Perceived Value of New Chinese Clothing on Generation Z’s Purchase Intention

随着Z世代消费群体的知名度和购买力逐渐增强,他们在当下新中式服装市场的竞争中占据了重要地位,文章基于SOR模型,从Z世代消费群体的角度出发,借助结构方程模型实证分析感知价值的4个维度(价格价值、文化价值、创新价值和社交价值)对Z世代的态度和购买意愿的影响。研究表明:新中式服装的文化价值、创新价值和社交价值对Z世代的态度和购买意愿均有显著的正向影响,同时态度在这种影响中起到了部分中介作用。而价格价值对于Z世代的态度和购买意愿的影响并不显著。研究结论对新中式服装行业的发展具有参考意义。

In order to study the factors and influencing mechanisms that affect the purchase of new Chinese clothing by Generation Z groups, this paper empirically analyzes the impact of four dimensions of the perceived value of new Chinese clothing (price value, cultural value, innovation value, and social value) on Generation Z’s attitude and purchase intention from the perspective of Generation Z con-sumer groups based on SOR model. The research shows that the cultural value, innovative value, and social value of new Chinese clothing have a significant positive impact on the attitude and pur-chase intention of Generation Z, and attitude plays a part of the intermediary role in this impact. The impact of price value on the attitude and purchase intention of Generation Z is not significant.