중국 MZ세대의 궈차오(國潮)가치가 로컬 스포츠 용품 구매의도에 미치는 영향

초록

This study examines the effect of Guochao value on purchase intention toward Chinese sporting goods brands, focusing on a comparison between MZ and non-MZ generations. Based on previous studies on Guochao consumption and perceived value, Guochao value is classified into three dimensions: emotional value, cultural value, and social value. Survey data were collected from Chinese consumers who were aware of Chinese sporting goods brands, and 608 valid responses were used for empirical analysis. The data were analyzed using SPSS through frequency analysis, reliability analysis, correlation analysis, and multiple regression analysis. By comparing MZ and non-MZ generations, this study aims to clarify how different generations perceive Guochao value and how such value perception influences purchase intention. The findings are expected to contribute to Guochao consumption research and provide practical implications for Chinese, Korean, and international brands targeting the Chinese consumer market.

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