Factors Influencing Online Luxury Fashion Purchase Intention among Generation Z in China

Abstract

This research explores the factors affecting Chinese Generation Z consumers' online purchase intention in the luxury fashion market. Generation Z (Gen Z) is becoming the backbone of China's online luxury consumer market. It is crucial to learn about their different psychological changes in online consumption. This research is designed to create an integrated framework and comprehend the role of Materialism, Hedonic Value, Utilitarian Value and Perceived Riskby using the Theory of Value Adoption Model (VAM). The conceptual framework proposes an empirical study with a quantitative approach to investigate the online luxury fashion purchase intention among Chinese Gen Z consumers. The findings contribute academically to marketing and online luxury fashion literatures in the Chinese context. With richer insights, online marketers and luxury fashion businesses can better comprehend the process and factors influencing luxury fashion purchase online.