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引用次数: 0
摘要
目的本研究旨在探究IP（知识产权）对Z世代高端消费意向的影响，并构建IP对Z世代高端消费的理论模型，根据研究结果为商家提供更好的营销建议，是对以往Z世代消费行为研究的拓展。首先，本研究从 Z 世代的电商平台和专属潮流社区 Poizon 抓取了 5000 多条 Z 世代的消费数据；其次，本研究设计了一个两组在线实验，从 Z 世代成员中收集了 292 条有效数据，作者使用 Stata 软件进行了多元线性回归、t 检验和方差分析来检验假设。研究结果数据分析结果显示，IP 对 Z 世代的溢价消费意向有显著的正向影响，限量发行策略对该影响有正向调节作用。原创性/价值首先，本研究发现了 IP 与商品溢价之间的联系，这是首个探讨 IP 对商品价格变化影响的研究。其次，本研究首次采用实证检验和实验分析相结合的方法来研究 IP 的营销学价值。这些都填补了研究空白。最后，揭示了 IP 对 Z 世代溢价消费的影响机制，丰富了有关 Z 世代消费行为的文献。
IP, limited release and premium consumption: evidence from Generation Z
Purpose
The purpose of this study is to investigate the influence of IP (Intellectual Property) on the intention for premium consumption of Generation Z, and to construct a theoretical model of IP on the premium consumption of Generation Z. Based on the results of the study, it provides better marketing suggestions to merchants, and is an expansion of previous research on the consumption behavior of Generation Z.
Design/methodology/approach
This paper contains two empirical tests and one experimental analysis. First, this study crawl over 5,000 pieces of Generation Z’s consumption data from Poizon, an e-commerce platform and exclusive trending community for Generation Z. Second, this study designs a two-group online experiment to collect 292 valid data from members of the Generation Z. The authors use Stata software for multiple linear regression, t-tests, and ANOVA to test the hypotheses.
Findings
The results of the data analysis show that IP has a significant positive effect on the premium consumption intention of Generation Z, and the limited release strategy positively moderates the effect. Self-image congruence and social identification play mediating role in the influence of IP on Generation Z’s premium consumption.
Originality/value
First, this study finds a link between IP and commodity premiums, which is the first study to explore the effect of IP on commodity price changes. Second, this study is the first to examine the marketing science value of IP using a combination of empirical tests and experimental analysis. These fill research gaps. Finally, the mechanism of IP’s influence on Generation Z’s premium consumption is revealed, enriching the literature on Generation Z’s consumption behavior.
期刊介绍：
Kybernetes is the official journal of the UNESCO recognized World Organisation of Systems and Cybernetics (WOSC), and The Cybernetics Society.
The journal is an important forum for the exchange of knowledge and information among all those who are interested in cybernetics and systems thinking.
It is devoted to improvement in the understanding of human, social, organizational, technological and sustainable aspects of society and their interdependencies. It encourages consideration of a range of theories, methodologies and approaches, and their transdisciplinary links. The spirit of the journal comes from Norbert Wiener''s understanding of cybernetics as "The Human Use of Human Beings." Hence, Kybernetes strives for examination and analysis, based on a systemic frame of reference, of burning issues of ecosystems, society, organizations, businesses and human behavior.
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