A Convergence Study on the Influence Factors of Installation Art in Curated Retail on Z-Generation Consumers' Visit Intention - Taking Gentle Monster's Giant Exhibition as an Example -

The rise of the Z-generation is reshaping the consumer market, as they seek personalized and diverse lifestyles, showing a preference for experiential consumption. Curated retail, by integrating art, technology, and commerce, creates immersive and highly interactive consumption spaces, becoming an effective way to attract the Z-generation. This study takes Gentle Monster's giant exhibition as a case to explore the influencing factors of installation art in curated retail on the visit intention of Z-generation consumers. By introducing variables such as perceived congruence, self-concept congruity, brand identity, and destination image, a research model is constructed, and a quantitative method is used to empirically analyze 381 valid samples. The results indicate that perceived congruence and self-concept congruity have significant positive impacts on brand identity and destination image; brand identity does not significantly influence visit intention, whereas destination image has a significant positive effect on visit intention; destination image serves as a mediator between perceived congruence, self-concept congruity, and visit intention. This study reveals the unique consumer psychology of the Z-generation, emphasizing the importance of immersive experiences in attracting them, challenging traditional branding theories, and enriching consumer behavior research. The findings provide theoretical and practical insights for retail innovation and consumer relationship management, which are significant for attracting and retaining Z-generation consumers.