Guangyuan Shi1*, Siti Hasnah Hassan2


Purpose: The main purpose of this research is to analyse the impact of UGC on the purchase intention of Gen Z consumers in China, concerning the purchase of luxury fashion. Methods: The main method adopted in this research for addressing the aim is quantitative, wherein the primary data collection method has been selected. Surveys have been conducted in this study with 143 consumers of luxury fashion in China who belong to the age group of 18 to 25 years. These participants have been selected for the study using a convenience sampling strategy and for analysing the survey data, correlation and regression analysis have been performed using SPSS software. Findings: It has been identified that UGC has a significant impact on the purchase intention of Gen Z consumers in China towards luxury fashion. This exists due to attractive content available on social media platforms, such as in the form of photos or written content. Moreover, UGC develops trust and helps in identifying original and fake products in the market. Limitations: The main limitation of this study is that this study has relied on a statistical form of information to carry out the results, which has reflected a lack of qualitative information and its in-depth analysis.

Keyword : User-Generated Content (UGC), Purchase Intention, Gen Z, Luxury Fashion, China

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