Article
Authors: Shin-Yu Tsai and Hsien-Hui Tang
Universal Access in Human-Computer Interaction: 18th International Conference, UAHCI 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29 – July 4, 2024, Proceedings, Part II
June 2024
Pages 112 - 128
Published: 29 June 2024 Publication History
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Abstract
In the era of the experience-driven economy, consumer demands are evolving towards highly personalized and unique service experiences. Concurrently, demographic shifts, particularly the rise of Generation Z, forecast a significant change in consumer behavior within the beauty industry. This generation, known for its emphasis on diverse beauty facets, significantly influences the cosmetics market. However, amidst fierce brand competition, Generation Z exhibits a declining sense of brand loyalty amid a multitude of options.
This study aims to investigate the relationship between Generation Z's preferences in beauty experiences and their loyalty towards specific brands. To accomplish this, a comprehensive “Demand-Experience-Loyalty” framework was developed, using theoretical perspectives. In-Dept interviews were conducted, unveiling the intricate details of Generation Z's consumption experiences of beauty products. The encoded findings provided invaluable insights that delineate the nuanced demands and unique attributes of this demographic segment, enabling brands to better understand their target audience.
The research underscores the pivotal role of products as the central driver of the consumer experience, with communication serving as a guiding force in purchase decisions. Simultaneously, service and environment support and fortify these experiences. Moreover, a distinctive pattern of loyalty behavior, tethered to specific product categories, was observed among Generation Z consumers. This sheds light on the dynamic interplay among loyalty, consumer needs, and experience domains, serving as a crucial guide for future strategies in both academic discourse and practical brand management.
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Published In
Universal Access in Human-Computer Interaction: 18th International Conference, UAHCI 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29 – July 4, 2024, Proceedings, Part II
Jun 2024
435 pages
ISBN:978-3-031-60880-3
DOI:10.1007/978-3-031-60881-0
- Editors:
- Margherita Antona
https://ror.org/052rphn09Foundation for Research and Technology - Hellas (FORTH), Heraklion, Crete, Greece
, - Constantine Stephanidis
https://ror.org/052rphn09Foundation for Research and Technology - Hellas (FORTH), Heraklion, Crete, Greece
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
Publisher
Springer-Verlag
Berlin, Heidelberg
Publication History
Published: 29 June 2024
Author Tags
- Brand Loyalty
- Generation Z
- Experience Framework
Qualifiers
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