This study aims to examine how Gen Z consumers utilize external information sources –such as interpersonal, media, social media and marketing-dominated sources – and how these sources influence their functional attitudes (social-adjustive, value-expressive, hedonic and utilitarian) and purchase intentions toward luxury brands.
A web-based survey was conducted. A total of 711 college students from two large Midwestern universities in the United States responded to the survey. Descriptive statistics, correlation and multiple regression analyses were used for data analysis.
The hedonic function of attitudes has a significantly positive impact on young Gen Z consumers’ purchase intentions toward luxury brands. This effect is particularly strong among those who place greater importance on external information sources, such as personal experiences, magazine ads, Instagram, blogs and point-of-sale information. These consumers tend to exhibit higher purchase intentions toward luxury brands when influenced by these sources, underscoring the critical role these information sources play in shaping their attitudes and purchase decisions.
The findings of this study address a gap in the literature by comprehensively investigating the impact of external information sources on functional attitudes and purchase intentions toward luxury brands, specifically among young Gen Z consumers. This study also contributes to the theoretical understanding by testing the functional theory of attitudes and highlighting the significant role of the hedonic function in influencing purchase intentions. It further explores individual differences in the use of information sources that shape motivational attitudes when shopping for luxury brands.
