Study on the Purchasing Intention of Consumers Under Generation Z to Domestic Cosmetics Brands

Abstract

This project explores the mechanism of country-oriented consumer's influence on domestic cosmetics consumption intention and its mediating role between brand identity and overall product effectiveness, taking "Era Z" as the research object. The research results will reveal the interaction mechanism of "national identity" on "Era Z" customers' social emotion and domestic cosmetics consumption intention, and explore the mediating effect of "brand self-identity" and "overall product effectiveness". According to the actual situation of state-owned enterprises in China, the corresponding management countermeasures are given. The findings of this study are as follows: (1) Patriotism and trade protectionism have a positive promoting effect on brand social sentiment, but have no positive impact on it. (2) Patriotism and trade protectionism positively affect consumers' consumption intention, but in this process, social and economic conservatism has no significant effect on consumers' consumption intention. (3) In the consumption behavior of "Generation Z", the social emotion of enterprises has a positive impact on their purchase intention, and the social emotion of enterprises regulates the moderating effect on consumption intention.