Determinants of Splurge Consumption Behavior Among Generation MZ Effects on Satisfaction, Word-of-Mouth, and Repurchase Intention

The rapid evolution of consumer behavior in the digital era has positioned Generation MZ (born 1980s–2000s) as a dominant force in the marketplace, yet their splurge consumption patterns remain insufficiently understood. This study investigates the impact of splurge consumption culture on Generation MZ’s (born 1980s–2000s) consumer behavior in the food and beverage sector. Employing structural equation modeling on data from 265 respondents, we assess how taste, price, menu diversity, and trends influence satisfaction, word-of-mouth, and repurchase intentions. Our findings reveal that taste, menu diversity, and trends significantly affect satisfaction, while only trends directly impact word-of-mouth. Both satisfaction and word-of-mouth ultimately influence repurchase intentions. Notably, we uncover a significant moderating effect of consumption value orientations, with hedonic-oriented consumers exhibiting greater sensitivity to trend-related attributes compared to utilitarian-oriented consumers. This research contributes to understanding digital-era consumption behaviors within Generation MZ, highlighting the complex interplay between various factors and value orientations. Our study offers strategic insights for businesses, emphasizing the importance of aligning with this generation’s preferences and consumption styles. Furthermore, it illuminates the evolving consumption patterns of Generation MZ, characterized by a shift from traditional ownership-focused consumption to experience-oriented and socially-driven spending. The observed differences between hedonic and utilitarian groups suggest potential for differentiated marketing strategies based on consumer value orientations. This study provides a foundation for future research into broader aspects of Generation MZ’s consumption patterns and their implications in the rapidly evolving marketplace.