The Mechanism of IP Narrative Background on the Purchasing Behavior of Generation Z Consumers: Taking POP MART as an Example

Abstract

This study examines POP MART as an example to investigate how IP narratives influence Generation Z purchasing behavior. Building on Identity Theory, characteristics of IP narratives and consumption patterns of Generation Z consumers, we develop a theoretical model that addresses the theoretical gap in Identity Theory regarding subjective consumers’ identification. Through case interviews and secondary data collection, combined with three-step coding analysis, this research explores how IP narratives shape consumer purchasing behaviors, promote the formation of purchase intentions, and ultimately guide enterprises in strengthening IP cores while fostering emotional connections between fans and IPs. The findings aim to bridge future IP narrative design with consumer identity recognition.