The influence of feelings on the Chinese generation Z's consumer behavior of electronic products — based on the moderating effect of 2022 Beijing Winter Olympics

Abstract

This study studies the influence of patriotism and ethnocentrism on the consumption behavior of Chinese Z generation's electronic products at home and abroad, and the moderating effect of 2020 Beijing Winter Olympic Games on the above relationship. Through the empirical analysis of the data, this study confirms that patriotism can enhance the sense of belonging and national pride of generation Z, while ethnocentrism can enhance the sense of national superiority of generation Z. This paper also found that national pride and ethnocentrism can improve the willingness of generation Z to consume domestic electronic products, while generation Z's ethnocentrism will reduce their willingness to consume foreign electronic products. Additionally, this study found that the 2020 Beijing Winter Olympic Games has an enhanced effect on the impact of national pride and national superiority on the consumption of domestic electronic products. It also has an enhanced on the impact of national superiority on the consumption of foreign electronic products. In the end, this paper provides suggestions for the electronic product industry at home and abroad, which has practical significance.