Impact of Generation Z Female attitudes on purchase intentions of Hanfu based on value co-creation perspectives
List of Authors
  • Ren Benhui , Rosita Mohd Tajuddin

Keyword
  • Generation Z females, Hanfu, Attitude, Purchase Intention, Value Co-Creation

Abstract
  • Taking Chinese Generation Z female consumers as the research subject, a model is constructed based on the theory of service-dominant logic, and empirical analysis and testing are conducted. The results indicate that the attitudes of Chinese Generation Z female consumers towards Hanfu (including emotions, behavioral tendencies, cognition, and consumption preferences) all have a positive impact on purchase intention. According to the demographic characteristics, there are partial differences between the attitudes of Chinese Generation Z female consumers towards Hanfu and their purchase intentions. Specifically, there are no significant differences in attitudes and purchase intentions among consumers of different ages; there are differences in cognition for different marital statuses; there are differences in emotion, behavioral tendencies, cognition, consumption preferences, and purchase intentions for various educational levels, and the higher the academic level, the more consideration is given to the dimensions of attitude. There are differences in emotion, behavioral tendencies, cognition, and consumption preferences for different income levels. The findings of this study can assist with the marketing strategies of Chinese Hanfu, laying a strategic foundation and facilitating the value co-creation relationship between consumers and enterprises.

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