earticle

영어

This study aims to examine the mediating effects of utilitarian and hedonic values on the relationship between Generation Z's leisure perception types (sensation-seeking and relationship-centricity) and flow in life. A survey was conducted on 256 students from J University, and the data were analyzed using structural equation modeling. The results showed that both sensation-seeking and relationship-centricity had significant positive effects on utilitarian and hedonic values. Furthermore, sensation-seeking and relationship-centricity also directly influenced flow in life positively. Utilitarian value had a significant positive effect on flow in life, while hedonic value did not show a significant impact. These findings provide important implications for understanding Generation Z’s leisure behavior. When developing leisure programs for Generation Z, it is crucial to offer new and interesting experiences while emphasizing practical value. Moreover, programs should include elements that contribute to personal growth and development, beyond mere entertainment. These insights can serve as useful guidelines for developing leisure policies, marketing strategies, and educational approaches tailored to Generation Z.