인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록·키워드
The rise of the Z-generation is reshaping the consumer market, as they seek personalized and diverse lifestyles, showing a preference for experiential consumption. Curated retail, by integrating art, technology, and commerce, creates immersive and highly interactive consumption spaces, becoming an effective way to attract the Z-generation. This study takes Gentle Monster's giant exhibition as a case to explore the influencing factors of installation art in curated retail on the visit intention of Z-generation consumers. By introducing variables such as perceived congruence, self-concept congruity, brand identity, and destination image, a research model is constructed, and a quantitative method is used to empirically analyze 381 valid samples. The results indicate that perceived congruence and self-concept congruity have significant positive impacts on brand identity and destination image; brand identity does not significantly influence visit intention, whereas destination image has a significant positive effect on visit intention; destination image serves as a mediator between perceived congruence, self-concept congruity, and visit intention. This study reveals the unique consumer psychology of the Z-generation, emphasizing the importance of immersive experiences in attracting them, challenging traditional branding theories, and enriching consumer behavior research. The findings provide theoretical and practical insights for retail innovation and consumer relationship management, which are significant for attracting and retaining Z-generation consumers.
본문·목차
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