Understanding the relationship between self-expression and purchase intention in fashion of gen Z

Abstract

Self-expression has been affirmed to be connected with buying intentions for fashion products, however, the underlying mechanisms that may mediate or moderate this connection remain unclear. Based on consumer behavior theory and symbolic interaction theory, the purpose of this study is to explore the effect of the mediating role of brand love and the moderating role of perceived value in the relationship between brand love and purchase intentions. The model of this research was based on the moderated mediation model of the prior research “Understanding the relationship between online self-image expression and purchase intention in SNS games: A moderated mediation investigation” (Hao Chen & Haitao Chen, 2020). Nevertheless, several variables of the model in this paper have been modified in order to be consistent with the recent study. To test this model, quantitative research and qualitative research were carried out. For qualitative research, 7 Gen Z and 2 professors in marketing took in depth interviews. After obtaining findings from qualitative research along with secondary data, a quantitative questionnaire was constructed. The moderated mediation model was empirically tested with 300 Gen Z from 15 to 24 year-old in Ho Chi Minh City. The analysis suggests that self-expression has a significant effect on purchase intention in fashion both directly and indirectly. As regard to brand love, its mediation level in the moderated mediation model depends on the perceived value rate, otherwise, brand love would not moderate the relationship between self-expression and purchase intention without the existence of perceived value. The model can also be applied to predict potential customer intention and invent favorable shopping environments that are well matched to specific features of Gen Z.