How to Win the Gen-Z Market through Social Network

Huiyi Li ； Xian Li ； Xiaoqiu Lai ； Bowen Sun

《International Journal of Social Science and Education Research》 4卷2期 (2021/02) Pp. 37-43

https://doi.org/10.6918/IJOSSER.202102_4(2).0007

摘要

According to the study, Gen Z - those born between 1995 and 2010 - will make up a quarter of the Asia‐pacific population by 2025, on a par with millennials born between 1980 and 1995. Therefore, for e‐commerce platforms and companies that use social network platforms for product marketing, it is very necessary to grasp the personality and consumption characteristics of Generation Z and conduct product packaging and marketing based on them. This study confirmed that the characteristics of social network platforms (Dependence, low price, Interactive communication, user creativity and IP effect) have a positive impact on the psychology of consumers in Generation Z, as well as on the ultimate purchasing tendency of consumers. This study mainly adopts the form of questionnaire to collect information. Although the number of samples is small, it is of great significance for enterprises to strengthen brand awareness and improve brand image in the influential Generation Z group.

關鍵字

Gen‐Z ； Social network ； Brands ； Consumer psychology ； Consumer purchase intention

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