earticle

영어

This study investigates how luxury consumption values influence brand attachment and purchase intention, focusing on generational differences between the MZ and older generations. A questionnaire survey of 355 Chinese consumers from both cohorts was conducted between March 24 and April 11, 2025. Using SPSS 25.0 and AMOS 24.0, the study examined the relationships among four consumption value dimensions—hedonic, quality, conspicuous, and social—and their effects on brand attachment and purchase intention. The results indicate that all four value dimensions positively influence both brand attachment and purchase intention, though the strength of these effects varies by generation. Specifically, hedonic and conspicuous values have stronger effects among MZ consumers, while quality and social values are more influential for older consumers. These findings highlight the different psychological mechanisms underlying generational consumption behaviors. The study contributes to the integration of Consumption Value Theory and Attachment Theory by revealing generation-specific pathways in luxury consumption. Practically, it suggests that marketers should develop differentiated strategies, such as emphasizing emotional and experiential branding for MZ consumers and quality-based trust building for older consumers. The study is limited to Chinese consumers; future research should employ cross-national samples and consider additional factors such as social media influence and digital brand experiences.