Consumption Value of Chinese MZ Generation Influencing Cognitive Image, Cognitive Attitude and Purchase Intention of VR Fashion Products

다국어 초록 (Multilingual Abstract)

The Chinese MZ generation has a different consumption tendency from previous generations, which pursues efficiency and cost-effectiveness. This study aims to investigate the MZ generation in relation to VR fashion products, particularly the relationship between cognitive image, brand attitude, and purchase intention. The results show that the consumption value of the MZ generation (environmental, value, and status consciousness) had significant positive effects on cognitive image and brand attitude. Moreover, cognitive image and brand attitude positively affected purchase intention and played a significant mediating role between the consumption value of the MZ generation and the purchase intention regarding VR fashion products. Last, the consumption value of the MZ generation also significantly influenced purchase intention. The results suggest that not only environmental consciousness but also the sense of value and status should be considered in understanding the purchase behavior of the MZ-generation consumers in terms of VR fashion products. The results of this research would help fashion brands to understand the consumption value of the MZ generation as upcoming essential consumers and utilize the potential of VR digital fashion products.