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Exploring the Emotional Impact of In-Store Apparel Experiences on Generation Z Consumers
- 1 Donghua University
- 2 Donghua University
- 3 Donghua University
* Author to whom correspondence should be addressed.
Abstract
This study is set against the backdrop of the experience economy, focusing on the offline clothing consumption scenarios of Generation Z (born between 1996 and 2010). It explores the impact mechanism of multi-dimensional consumption experiences in physical stores on the arousal of positive emotions. Through a questionnaire survey, 270 valid samples were collected, and structural equation modeling was employed for analysis. The findings reveal that sensory experience (visual and tactile stimuli), Feeling experience (staff service and theme activities), interactive experience (fitting room interaction), and Related experience (sense of community belonging to the brand) significantly stimulate consumers' positive emotions. However, olfactory and auditory experiences (music, fragrance) and Thinking Experiences (reflection on slogans) did not reach a significant level of impact. The study uncovers the "pleasure-arousal-control" Feeling synergy effect in offline consumption, filling the gap in traditional impulse buying theories, which have not adequately addressed multi-sensory integrated experiences and the Feeling uniqueness of Generation Z. In practice, it is recommended that clothing physical retail businesses enhance Feeling value delivery through immersive visual displays, AR fitting technology, community-oriented operations, and personalized service design to meet Generation Z's deep-seated needs for instant gratification, social identity, and self-expression.
Keywords
generation Z, impulse buying, clothing consumption experience, emotion-driven
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Cite this article
Zhao,W.;Zhu,Y.;Wang,R. (2025). Exploring the Emotional Impact of In-Store Apparel Experiences on Generation Z Consumers. Advances in Social Behavior Research,16(2),67-73.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Journal：Advances in Social Behavior Research
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