The Acceptance of Chinese Generation Z to UGG Fur Sandals Advertisements

DOI

10.2991/assehr.k.220105.118How to use a DOI?

Keywords

UGG; acceptance; Generation Z; advertisements

Abstract

The American brand UGG broke the limitation of fur materials and designed novel fur sandals, which set off a fashion trend among Chinese consumers. As young people become the main power in the consumption of fashion products, this research mainly uses questionnaires to understand the advertising acceptance of UGG fur sandals, a fashion item, among Chinese in Generation Z. This study suggests that there is a relationship between the advertising acceptance of fashionable products and the final purchase behavior of generation Z consumers. Besides, the content of the advertisement greatly affects the purchasing tendency of consumers in this generation. At the same time, as research on the acceptance of footwear advertising, this research also suggests the influence of other factors on the final buying behavior, such as the try-on experience. Research provides a valuable reference for future marketing strategies of fashionable brands.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Miaomiao Yu
PY  - 2022
DA  - 2022/01/17
TI  - The Acceptance of Chinese Generation Z to UGG Fur Sandals Advertisements
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 643
EP  - 647
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.118
DO  - 10.2991/assehr.k.220105.118
ID  - Yu2022
ER  -