The Impact on Purchase Intention of Generation Z’s Experiential Attributes by Embracing Visual Metaphor Advertising

The purpose of this study id to examine the experiential attributes of how Generation Z, which is emerging as a new future economic entity, accepts advertising using already common visual metaphor techniques from an experiential marketing perspective, and how the attributes of the derived variables affect purchase intention. The purpose is to see if it has any effect. As a result of the analysis, Generation Z experienced metaphorical advertising as a variety of experiential factors. Through research, they discovered that by sharing and verifying large amounts of highly reliable information using various media and Platforms, they place more emphasis on cognitive experiences or rational experiences than messages that appeal to emotions. In addition, relational experience was found to have the greatest impact on their purchase intention, suggesting that it is related to the cultural trend of building a strong sense of belonging and bond through joint ownership of the same brand.