중국 Z세대의 소비성향과 소비가치가 패션제품의 콜라보레이션 특성에 따라 재구매의도에 미치는 영향 연구 = A Study on the Effect of Consumption Tendency and Consumption Value of Generation Z in China on Repurchase Intention according to the Collaboration Characteristics of Fashion Products

다국어 초록 (Multilingual Abstract)

With the rapid development of the digital economy and the generational change of the population structure at the same time, Generation Z in China is gradually becoming a key force in promoting consumption upgrades and market innovation. China's Gen Z population (born between 1995 and 2010) is about 260 million, accounting for 19% of the nation's population, of which more than 98% are mobile Internet users, with an average monthly Internet usage time of 175 hours and an online shopping penetration rate exceeding 92%. The network native characteristics of this group and the digital economy ecosystem are deeply fused to reconstruct the brand propagation logic and market competition structure. Generation Z consumers have a strong desire for digital native, cultural confidence, social community-oriented consumption, and self-expression, and their consumption tendencies are shifting from price-oriented to experience-oriented and value-oriented, which values experience and participation, not just product purchases. They are paying more attention to the cultural meaning and social identity of the brand, and tend to purchase brands that can reflect individual expressions and social responsibility. At the same time, social media and short video platforms have become key channels influencing purchasing decisions as they are a generation exposed to the Internet environment. In particular, recommendations from friends, family, idols, and influencers are very important, and there is a strong tendency to see new products on social commerce, live commerce, and SNS based on social and community. In the Chinese fashion industry, Generation Z is not only the main consumer group, but is also actively participating in the co-creation and content dissemination of brands. Since the fashion brand's collaboration products, which provide new experiences and scarcity, provide limited edition or special sense different from the existing fashion product line-up, they are stimulating consumer needs with items that satisfy the need for "differentiation from others" and "expression of individuality" pursued by Generation Z. According to Tsinghua University's Press and Radio University and related research centers, sales of collaboration products in the Chinese market increased by more than 45% year-on-year in 2024, of which Generation Z accounted for about 65% of consumption. These figures indicate that fashion collaboration has evolved from one-time topical marketing to an important way of managing brand strategic assets, making brands a key path to realizing differentiated competition, cultural propagation, and emotional connections. According to this social and environmental background, this study aims to analyze the effect of the consumption propensity of Generation Z in China and the collaboration characteristics of fashion products on purchase intention and verify the moderating effect of consumption value. This study focused on the following three key research questions. First, we examine the effect of consumption propensity of Generation Z in China on purchase intention. Second, we examine the effect of the collaboration characteristics of fashion products on purchase intention. Third, when the consumption propensity of Generation Z in China and the characteristics of the collaboration of fashion products affect purchase intention, we examine the moderating effect of consumption value. To solve this research problem, a total of 825 surveys were distributed through online surveys (問卷星) from July 5 to July 20, 2025 to consumers of Chinese Gen Z university students living in four cities: Beijing, Shanghai, 津, and 汉. A total of 813 cases, excluding unfaithful answers, were used as the final analysis data. After that, frequency analysis, factor analysis, reliability analysis, validity analysis, correlation analysis, and difference analysis were performed with SPSS 26.0. Finally, based on the results of the empirical analysis, the implications of the research results, the limitations of this study, and future research directions are summarized. The results of the empirical analysis of this study are as follows. First, the consumption propensity of Generation Z in China was classified into five categories: economic consumption, impulsive consumption, fashion acceptance consumption, conspicuous consumption, and planned consumption. Second, the collaboration characteristics of fashion products were classified into four categories: fashion, originality, scarcity, and reliability. Third, consumption value was classified into five categories: social value, emotional value, cognitive value, functional value, and situational value. Fourth, purchase intention was classified into three categories: repurchase intention, continuous purchase intention, and other recommendation intention. Fifth, it was confirmed that all five factors of the consumption propensity of Generation Z in China had a significant effect on purchase intention, and among them, planned consumption had the greatest influence. Sixth, it was confirmed that all four factors of the collaboration characteristics of fashion products had a significant effect on purchase intention, of which reliability had the greatest influence. Seventh, consumption value was found to have a positive (+) moderating effect on the relationship between Chinese Generation Z consumption-oriented economic consumption, impulsive consumption, fashion acceptance consumption, show-off consumption, planned consumption and repurchase intention of purchase intention, continuous purchase intention, and others. Finally, consumption value was found to have a positive (+) moderating effect on the relationship between fashion product collaboration characteristics, originality, scarcity, reliability, repurchase intention of purchase intention, continuous purchase intention, and others. As a result of the above, the following academic and practical implications are presented. First, it is the limit of representativeness of the sample area. Since this study collected data through a survey of Chinese Gen Z university students in Beijing, Shanghai, and 津, the first-tier cities in China, Tianjin, and Wuhan, the first-tier cities in China, it can only represent the opinions of the consumers of collaborative fashion products, and there is a limit to universally reflecting the opinions of consumers in all cities in China. Therefore, in order to improve this, future studies should expand research targets and research areas and conduct comparative studies through a full analysis. Second, there was a part where it was difficult to apply the difference in the semantic meaning of the translation of the questionnaire prepared for this study. Therefore, in future studies, it is necessary to be more careful about language expression and grammar in the translation process. Third, there is a lack of qualitative analysis of in-depth motives and emotional satisfaction of Generation Z in China. This needs to supplement the limitations through linkage analysis with qualitative analysis that introduces qualitative research along with quantitative research that can be comprehensively established.

국문 초록 (Abstract)

디지털 경제의 급속한 발전과 인구 구조의 세대교체가 동시에 추진되 면서, 중국 Z세대는 점차 소비 업그레이드와 시장 혁신을 촉진하는 핵심 세력이 되고 있다. 중국의 Z세대(1995~2010년 출생자) 인구는 약 2억 6천 만 명으로 전국 인구의 19%를 차지하며, 그 가운데 98% 이상이 모바일 인터넷 사용자로 월평균 인터넷 사용 시간은 175시간에 달하며, 온라인 쇼핑 침투율은 92%를 초과한다. 이 그룹의 네트워크 네이티브 특성과 디지털 경제 생태계가 깊이 융합되어 브랜드 전파 논리와 시장 경쟁 구 도를 재구성하고 있다. Z세대 소비자들은 디지털네이티브, 문화적 자신감, 소셜 커뮤니티 중 심 소비지향 및 자기표현 욕구가 강하며 그들의 소비성향은 단순히 상 품 구매만이 아니라 경험성·참여성을 중시하는 가격 지향에서 경험 지 향과 가치지향으로 전환되고 있다. 그들은 브랜드가 담고 있는 문화적 의미와 사회적 정체성에 더 많은 관심을 기울이고 있으며, 개성 표현과 사회적 책임을 반영할 수 있는 브랜드를 구매하는 경향이 있다. 동시에 소셜미디어와 짧은 동영상 플랫폼 등은 태어나면서 인터넷 환경에 노출 된 세대인 만큼 구매결정에 영향을 미치는 핵심 채널이 되었으며, 특히 친구·가족·아이돌·인플루언서 등의 추천을 매우 중요하게 여기며, 소 셜·커뮤니티를 기반으로 하는 소셜커머스, 라이브커머스, SNS상에서 신 제품을 보고 바로 구매행동하는 경향이 강하다. 중국 패션산업에서 Z세대는 주력 소비층일 뿐만 아니라 브랜드의 공 동창작과 콘텐츠 전파에 적극적으로 참여하고 있다. 새로운 경험과 희소 성을 제공하는 패션브랜드의 콜라보레이션 제품은 기존 패션제품 라인업 과는 다른 한정판 혹은 특별감을 제공하기 때문에 Z세대가 추구하는 ‘남들과의 차별화, ‘개성 표현’ 욕구를 충족시키는 아이템으로 소비 욕구를 자극하고 있다. 칭화대학교 연구센터에 따르면, 2024년 중국 시장의 콜라보레이션 제 품 판매액은 전년 대비 45% 이상 증가했으며, 그 가운데 Z세대가 약 65%의 소비 점유율을 차지했다. 이러한 수치는 패션 콜라보레이션은 일 회성 화제성 마케팅에서 브랜드 전략 자산 관리의 중요한 방식으로 진화 하여 브랜드가 차별화된 경쟁, 문화 전파 및 감정 연결을 실현하는 핵심 경로가 되었음을 말한다. 이러한 사회환경적 배경에 따라 본 연구는 중국 Z세대를 대상으로 중 국 Z세대의 소비성향과 소비가치가 패션제품의 콜라보레이션 특성에 따 라 재구매의도에 미치는 영향을 분석하고 다음의 세 가지 핵심 연구문제 를 중심으로 진행하였다. 첫째, 중국 Z세대의 소비성향이 패션제품의 콜라보레이션 특성에 미 치는 영향에 대해 알아본다. 둘째, 소비가치가 패션제품의 콜라보레이션 특성에 미치는 영향에 대 해 알아본다. 셋째, 패션제품의 콜라보레이션 특성이 재구매의도에 미치는 영향에 대해 알아본다. 이 연구문제를 해결하기 위해 중국의 1선 도시인 베이징(北京), 상하 이(上海), 신(新) 1선 도시인 톈진(天津), 우한(武汉) 4개 도시에 거주하는 중국 Z세대 대학생 소비자를 대상으로 2025년 7월 5일부터 7월 20일 동 안에 온라인 설문(問卷星)으로 총 825부의 설문을 배포하였다. 불성실한 답변을 제외한 총 806건을 최종 분석자료로 사용하였다. 이 후 조사 데이터를 SPSS 26.0과 AMOS 28.으로 빈도분석, 요인분석, 신뢰 성 분석, 타당성 분석, 상관관계 분석, 차이성 분석 등을 수행하였다. 본 연구의 실증분석 결과는 다음과 같다. 첫째, 중국 Z세대 소비성향은 경제적 소비, 충동적 소비, 유행수용 소 비, 과시적 소비, 계획적 소비 등 5가지로 분류되었다. 둘째, 소비가치는 사회적 가치, 감정적 가치, 인지적 가치, 기능적 가 치, 상황적 가치 등 5가지로 분류되었다. 셋째, 중국 Z세대 소비성향의 5가지 요소는 모두 패션제품의 콜라보 레이션 특성에 대하여 유의하게 영향이 있음이 확인되었다. 넷째, 소비가치의 5가지 요소는 모두 패션제품의 콜라보레이션 특성 에 대하여 유의하게 영향이 있음이 확인되었다. 다섯째, 패션제품의 콜라보레이션 특성은 재구매의도에 대하여 유의 하게 영향이 있음이 확인되었다. 이상의 결과로 다음과 같은 학문적 및 실무적 시사점을 제시한다. 첫째, 표본지역의 대표성 한계이다. 본 연구는 중국 1선 도시인 베이징(北京), 상하이(上海)와 신 1선 도시 톈진(天津), 우한(武汉) 지역의 중국 Z세대 대학생을 연구 대상으로 설문 조사를 통해 자료를 수집하였기에, 콜라보레이션 패션제품 소비층의 의 견만을 대표할 수 있을 뿐, 중국 전체 도시 소비층의 의견을 보편적으로 반영하기에는 한계가 있다. 따라서 이를 개선하기 위해 향후 연구에서는 연구대상 및 조사지역을 확대하여 전면적인 분석을 통해 비교연구를 수 행할 필요가 있다고 판단된다. 둘째, 본 연구를 위해 작성한 설문지의 번역상의 어감적 의미 차이를 그대로 적용하기 어려운 부분이 있었다. 따라서 향후 연구에서는 번역 과정에서의 언어 표현과 문법에 더욱 신중을 기할 필요가 있다. 셋째, 중국 Z세대의 심층적인 동기나 정서적 만족에 대한 질적 분석 이 부족한 점이다. 이는 포괄적으로 확립할 수 있는 정량적 연구와 함께 정성적 연구를 도입한 질적 분석과의 연계분석을 통해 한계점을 보완할 필요가 있다. 마지막으로 본 연구는 중국 Z세대의 소비성향과 소비가치가 패션제품 의 콜라보레이션 특성에 따라 재구매의도에 미치는 영향을 주는 요인 중 소비자의 시각에서만 연구를 진행하였다는 한계를 가진다. 이를 보완하 기 위해서는 소비자 주체뿐만 아니라 기업 요소, 시장 환경 요소, 정책 발전 등 다양한 요인에 대한 연구가 필요하다. 위와 같은 본 연구의 한 계점을 바탕으로 향후 연구에서는 더욱 심층적이고 다양한 연구를 실시 하여 중국 Z세대 소비성향과 패션제품의 콜라보레이션 특성이 구매의도 에 미치는 영향에 대한 실증연구를 확대할 필요가 있다고 판단된다

목차 (Table of Contents)

• I. 서 론
• 1. 연구배경 및 연구목적 ···································································· 1
• 가. 연구배경 ································································································ 1
• 나. 연구목적 ································································································ 4
• 2. 연구방법 및 연구내용 ···································································· 5
• 3. 연구흐름도 ························································································ 7
• Ⅱ. 이론적 배경
• 1. 중국 Z세대 ····················································································· 8
• 가. 중국 Z세대의 특성 ·············································································· 8
• 나. 중국 Z세대 소비성향에 관한 구성요인 ·········································· 9
• 2. 소비가치 ························································································ 19
• 가. 소비가치의 개념 ················································································ 19
• 나. 소비가치에 관한 구성요인 ······························································ 21
• 3. 콜라보레이션 ··············································································· 31
• 가. 콜라보레이션의 개념 ········································································ 31
• 나. 콜라보레이션의 종류 ········································································ 33
• 다. 패션 브랜드의 콜라보레이션 제품 특성 ······································ 38
• 라. 콜라보레이션의 선행연구 ································································ 43
• 4. 재구매의도 ··················································································· 46
• Ⅲ. 연구설계
• 1. 연구모형 ·························································································· 48
• 2. 연구가설 ························································································· 49
• 가. 중국 Z세대 소비성향과 패션제품의 콜라보레이션 특성 간의 관계 50
• 나. 소비가치와 패션제품의 콜라보레이션 특성에 간의 관계 ········ 51
• 다. 패션제품의 콜라보레이션 특성과 재구매의도 간의 관계 ········ 52
• 3. 연구대상 ························································································· 53
• 4. 측정도구 ·························································································· 55
• 가. 중국 Z세대 소비성향 ········································································ 55
• 나. 소비가치 ······························································································ 57
• 다. 패션제품의 콜라보레이션 특성 ······················································ 58
• 라. 재구매의도 ·························································································· 59
• 마. 인구통계학적 특성 및 일반적 특성 ·············································· 60
• 5. 자료처리 및 분석 방법 ······························································· 61
• Ⅳ. 실증분석
• 1. 조사대상자의 인구통계학적 특성 ·············································· 62
• 2. 신뢰성 분석과 타당성 분석 ······················································· 69
• 가. 측정의 신뢰성 분석 ·········································································· 70
• 나. 측정의 타당성 분석 ·········································································· 68
• 다. 기술적 통계분석 ················································································ 73
• 라. 상관관계분석 ······················································································ 73
• 마. 차이성 분석 ························································································ 76
• 바. 확인적 요인분석 ················································································ 79
• 사. 가설검증 ···························································································· 81
• Ⅴ. 결론
• 1. 연구요약 및 연구시사점 ······························································ 87
• 가. 연구요약 ······························································································ 87
• 나. 연구결과 시사점 ················································································ 88
• 2. 연구의 한계점 및 향후 연구방향 ·············································· 89
• § 참고문헌
• § 부록 : 설문지 (한국어, 중국어)
• § Abstract
• § 중국어 요약