Publication: The Influence Of User-Generated Content (Ugc) On Conspicuous Consumption And Self-Expression In Luxury Fashion Products Among Generation Z In China
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Date
2025-09
Authors
Shi, Guangyuan
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Abstract
User Generated Content (UGC) rooted in social media is gradually changing the way consumers receive information. The emergence of UGC on the other hand is having a significant impact on the way more industries market themselves. The luxury fashion industry has been slow to embrace UGC compared to other industries, and research on the impact of user-generated content on consumer behavior in this industry
needs to be supplemented. On the other hand, luxury goods themselves are characterized by high prices and strong symbolism. Consumers are often motivated to buy luxury goods for the purposes of ostentatious consumption and self-expression. Chinese Generation Z consumers show great potential in fashion and luxury goods consumption, and they rely heavily on social media and UGC, so the study of Chinese
Generation Z consumers for luxury fashion goods is more representative. This study examines the influence of UGC quality and source credibility on UGC values and consumer self-congruity, as well as their effects on conspicuous consumption and selfexpression outcomes, based on the Stimulus-Organism-Behavior-Consequence (SOBC) theory and self-congruity theory. In addition, this study examines whether
consumers' self-esteem moderates the relationship between UGC values and consumers' conspicuous consumption, as well as the relationship between selfcongruity and consumers' conspicuous consumption.
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Keywords
The Influence Of User-Generated Content (Ugc) On Conspicuous Consumption And Self-Expression , Luxury Fashion Products , Generation Z In China