Study on the Influence Factors of Leather Luxury Goods Purchase Intention of Generation Z Female based on TRA Theory

With the rapid development of China's economy and the increasing maturity of its consumer market, the purchase intention of generation Z female consumers towards leather luxury goods has garnered significant attention. This study focused on Chinese generation Z female consumers as the research object and constructed a model based on the theory of reasoned action. Through questionnaire survey and data analysis, we explored the relationships between their attitudes, subjective norms, and purchase intention towards leather luxury goods. The results demonstrate that the attitudes (encompassing emotion, behavioral tendency, cognition, and consumption preference) and subjective norms of Chinese generation Z female consumers significantly positively influence their purchase intention. According to demographic characteristics, partial differences exist in the attitudes, subjective norms, and purchase intentions of Chinese generation Z female consumers toward leather luxury goods. Consumers of different ages exhibit significant differences in emotion, cognition, subjective norms, and purchase intention, while no significant differences are observed in action tendency and consumption preference. Respondents with varying marital status, education levels, and monthly salaries display significant differences across all dimensions. This study can provide empirical support for China's leather luxury market, lay the foundation for brand strategy development, and promote value co-creation between consumers and enterprises.