Study on the Influence of Immersive Shopping Experience on the Consumption Decisions of Generation Z
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v2i5.494
Abstract
Generation Z was born in 1995 -2009. Take the Chinese market as an example. According to CBNData data, China's generation Z expenses account for about 13% of the total national household expenses, and the consumption growth rate far exceeds that of other age groups. According to the White Paper on Generation Z Consumption Power, Generation Z's monthly disposable income reaches 3,501 yuan, much higher than China's per capita disposable income of 2,561 yuan. (Luna; Zhou Yize 2020) So it is very important to catch the consumer eye of Generation Z.
Keywords
immersive shopping experience, consumption decisions, Generation Z
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[5] Zhang Jing, (2016). How do brands grow together with the most fickle generation Z consumers. Successful Marketing [online]. Journal Number 11-3954 / F,72-73. [Viewed 28 August 2021].
Copyright © 2021 Beining Lu
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