Research on the Impact of Perceived Value on the Purchase Intention of Generation Z Consumers Toward Jellycat: The Mediating Role of Brand Attachment

Abstract

Driven by the “healing economy”, emotional consumption has emerged as a prominent phenomenon in contemporary consumer society. This trend is particularly evident in the toy industry, a product category characterized by its remarkable affective attributes. Therefore, the study intends to investigate the impact of perceived value on Generation Z consumers’ purchase intention toward Jellycat, together with the mediating role of brand attachment. Empirical data were collected from 212 valid Gen Z respondents via online questionnaires. Multiple data analysis tools were employed to verify the proposed hypotheses on the basis of valid responses. The results have shown that only emotional value among the four dimensions of perceived value exerts a positive direct influence on consumers’ purchase intention. Furthermore, brand attachment acts as a notable mediator between functional value, emotional value, social value and purchase intention, whereas no significant mediating effect exists for price value. The results revealed that in the field of toy market, the key to transforming perceived value into purchase intention lies in building emotional bonds between consumers and brands.