Research on the mechanism of Chinese element strategies'influence on the apparel purchase intentions of generation Z
As the role of brands in both national economic growth and cultural advancement gains prominence,national authorities have advocated for the active incorporation of Chinese cultural facets within domestic brands.Clothing,functioning as a medium for cultural expression,holds significant responsibility in promoting traditional Chinese cultural values.Notably,the contemporary young consumers manifest a growing inclination towards both cultural representation and individualistic expression.The 2022 National Trend Development Blue Book indicates that generation Z shows a notable preference,up to 71％,for indigenous and ethnic elements.Their upbringing in a native cultural environment grants them a deeper understanding of local cultural traits.Hence,they are more perceptive towards the specific content and manifestations of Chinese elements in brand marketing strategies.Consequently,this study,considering various consumer characteristics,explores how Chinese element strategies affect generation Z consumers'behavioral intentions.Understanding these characteristics helps brands better comprehend how to effectively incorporate Chinese elements in marketing strategies.To explore the influence mechanism of Chinese element strategies on the purchase intentions of generation Z towards local clothing brands,this study divided Chinese element strategy of the brand into explicit strategy and implicit strategy based on the existing research results.Through literature review and analysis,this study incorporated brand local iconness and perceived coolness as mediating variables,introduced cultural identity and need for uniqueness as moderating variables based on the psychological characteristics of young consumers,and constructed a theoretical framework of the dual-path influence mechanism of Chinese element strategies on generation Z's clothing purchase intention.Subsequently,two experiments were conducted to validate the effects of the two pathways.Regression analysis was employed to examine the direct impact of the two types of Chinese element strategies on consumer clothing purchase intentions.Then,differential tests were applied to assess the variance in the effects of the two Chinese element strategies on different pathways.Bootstrap methods were applied to test the mediating role of brand local iconness and perceived coolness,as well as the moderating effects of cultural identity and need for uniqueness on the two mediating pathways.Starting from the explicit and implicit aspects of Chinese element strategy,and considering the contemporary young consumers'growing demand for cultural representation and individual expression,this study constructed a dual-path micro-influence mechanism model of clothing brands using Chinese element strategies on the purchase intention of generation Z consumers,paving the way for new directions in future relevant studies.The study reveals that the adoption of Chinese element strategies by clothing brands generates positive effects on generation Z consumers'clothing purchases through the lenses of brand local iconness and perceived coolness.However,distinct Chinese element strategies exhibit differential effects.In comparison to implicit strategies,the utilization of explicit Chinese element strategies leads to higher evaluations of brand local iconness among consumers.Conversely,in comparison to explicit strategies,the adoption of implicit Chinese element strategies results in higher ratings for product perceived coolness among consumers.Both brand local iconness and perceived coolness exert complete mediating effects on the impact of Chinese element strategies on purchase intentions.Additionally,the mediation effects of brand local iconness and perceived coolness on purchase intentions are negatively moderated by consumers'cultural identity and uniqueness in demand,respectively.In future research endeavors,Chinese element strategies could be further classified based on alternative perspectives.Also,while this study focuses on exploring the generation Z cohort,future investigations could broaden the scope of the target demographic to enhance the applicability of research findings in market applications.Moreover,future studies could utilize a broader range of brands or virtual brands for experimental purposes.
Chinese element strategiesgeneration Zbrand local iconnessperceived coolnesspurchase intentionBootstrap method
万方数据
维普
