皮革科学与工程2025，Vol.35Issue(2)：109-115,121,8.DOI:10.12472/j.issn.1004-7964.202400046
基于理性行为理论的Z世代女性皮革奢侈品购买意愿影响因素研究
Study on the Influence Factors of Leather Luxury Goods Purchase Intention of Generation Z Female based on TRA Theory
摘要
Abstract
With the rapid development of China's economy and the increasing maturity of its consumer market,the purchase intention of generation Z female consumers towards leather luxury goods has garnered significant attention.This study focused on Chinese generation Z female consumers as the research object and constructed a model based on the theory of reasoned action.Through questionnaire survey and data analysis,we explored the relationships between their attitudes,subjective norms,and purchase intention towards leather luxury goods.The results demonstrate that the attitudes(encompassing emotion,behavioral tendency,cognition,and consumption preference)and subjective norms of Chinese generation Z female consumers significantly positively influence their purchase intention.According to demographic characteristics,partial differences exist in the attitudes,subjective norms,and purchase intentions of Chinese generation Z female consumers toward leather luxury goods.Consumers of different ages exhibit significant differences in emotion,cognition,subjective norms,and purchase intention,while no significant differences are observed in action tendency and consumption preference.Respondents with varying marital status,education levels,and monthly salaries display significant differences across all dimensions.This study can provide empirical support for China's leather luxury market,lay the foundation for brand strategy development,and promote value co-creation between consumers and enterprises.关键词
皮革/奢侈品/购买意愿/调研/理性行为理论/服务主导逻辑理论/Z世代/女性Key words
leather/luxury/purchase intention/survey/theory of reasoned action/service dominant logic theory/generation Z/female分类
轻工业引用本文复制引用
任本慧,宁宾瑶,Rosita Binti Mohd Tajuddin,谢霜,虞黛筠,陈梓杰..基于理性行为理论的Z世代女性皮革奢侈品购买意愿影响因素研究[J].皮革科学与工程,2025,35(2):109-115,121,8.基金项目
安徽省高等学校科学研究(哲学社会科学)重点项目(2022AH053130) （哲学社会科学）
广东省哲学社会科学规划青年项目(GD22YGL06) （GD22YGL06）
江苏省高校哲学社科课题(2023SJYB0990) （2023SJYB0990）
