IP, limited release and premium consumption: evidence from Generation Z
Abstract
Purpose
The purpose of this study is to investigate the influence of IP (Intellectual Property) on the intention for premium consumption of Generation Z, and to construct a theoretical model of IP on the premium consumption of Generation Z. Based on the results of the study, it provides better marketing suggestions to merchants, and is an expansion of previous research on the consumption behavior of Generation Z.
Design/methodology/approach
This paper contains two empirical tests and one experimental analysis. First, this study crawl over 5,000 pieces of Generation Z’s consumption data from Poizon, an e-commerce platform and exclusive trending community for Generation Z. Second, this study designs a two-group online experiment to collect 292 valid data from members of the Generation Z. The authors use Stata software for multiple linear regression, t-tests, and ANOVA to test the hypotheses.
Findings
The results of the data analysis show that IP has a significant positive effect on the premium consumption intention of Generation Z, and the limited release strategy positively moderates the effect. Self-image congruence and social identification play mediating role in the influence of IP on Generation Z’s premium consumption.
Originality/value
First, this study finds a link between IP and commodity premiums, which is the first study to explore the effect of IP on commodity price changes. Second, this study is the first to examine the marketing science value of IP using a combination of empirical tests and experimental analysis. These fill research gaps. Finally, the mechanism of IP’s influence on Generation Z’s premium consumption is revealed, enriching the literature on Generation Z’s consumption behavior.
Keywords
Acknowledgements
The authors would like to thank editors and anonymous reviewers for their helpful comments and suggestions. The research reported in this paper was partially supported by the National Social Science Foundation of China (21BGL239, 18BGL268); 2021 E-commerce and Business Intelligence research Innovation team of Henan University of Technology Social Science Innovation Fund Project (2021-SKCXTD-02); the Henan University of Technology High-level Talents Scientific Research Fund (2022BS043); Natural Science Project of Zhengzhou Science and Technology Bureau (22ZZRDZX45); 2024 Henan Provincial Natural Science Foundation Youth Program (242300421710).
Citation
Lei, B., Chang, Y., Liu, W. and Shi, S. (2024), "IP, limited release and premium consumption: evidence from Generation Z", Kybernetes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/K-11-2023-2385
Publisher
:Emerald Publishing Limited
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