The Influence Of User-Generated Content (Ugc) On Conspicuous Consumption And Self-Expression In Luxury Fashion Products Among Generation Z In China

Shi, Guangyuan (2025) The Influence Of User-Generated Content (Ugc) On Conspicuous Consumption And Self-Expression In Luxury Fashion Products Among Generation Z In China. PhD thesis, Universiti Sains Malaysia.

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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.

Item Type: Thesis (PhD)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Pusat Pengajian Pengurusan (School of Management) > Thesis
Depositing User: Mr Aizat Asmawi Abdul Rahim
Date Deposited: 21 Aug 2026 01:57
Last Modified: 21 Aug 2026 01:57
URI: http://eprints.usm.my/id/eprint/64811

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