Research on the Purchase Intention of Generation Z’s National Wave Products ——The Chain Mediation Effect Based on Cultural Identity and Identity Construction

Generation Z’s identification and satisfaction with the country’s excellent traditional culture and the need for product individuality form their consumer demand for national wave products. Based on previous studies, this paper constructs a model of the role of national wave products on the purchase intention of Generation Z consumers based on the theory of value perception, selecting cultural identity and identity construction as mediating variables in turn. Using SPSS and other statistical software, an empirical test was conducted on the 288-point valid questionnaire, and the results of the study show that national wave products not only positively affect purchase intention; they also positively affect purchase intention through the mediating role of cultural identity and identity construction, respectively; moreover, cultural identity and identity construction play the chain mediating role in the relationship between national wave products and purchase intention. The products promote the level of identity construction and then promote the level of cultural identity and identity construction, and then promote the level of identity construction. In addition, cultural identity and identity construction play a chain mediating role in the relationship between national wave products and purchase intention. National wave products promote the level of identity construction through cultural identity, which then positively affects purchase intention.