What question did this study set out to answer?

This research aims to explore how Generation Z's involvement influences their purchase intentions for tea-culture homestays and the mediating role of cultural identity.

May 8, 2026PLoS ONEOpen Access

Generation Z involvement, cultural identity, and purchase intention in the homestay context: Evidence from tea-culture homestays

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Authors

QZQing ZhangXihua University HSHuazhen SunWuyi University QLQiuyan LinWuyi University

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Implication

Randomized trial examines how Generation Z's involvement affects purchase intentions in tea culture homestays, indicating cultural identity's role.

Key Points

This research aims to explore how Generation Z's involvement influences their purchase intentions for tea-culture homestays and the mediating role of cultural identity.
Utilized the theory of involvement and cultural identity focused on Generation Z consumers.
Analyzed data with SPSS24.0 and AMOS24.0 for empirical verification.
Constructed a model examining the relationships among involvement, cultural identity, and purchase intention.
Higher involvement among Generation Z positively correlates with increased cultural identity (effect size not specified).
Cultural identity significantly enhances purchase intentions for tea culture homestays (effect size not specified).
Cultural identity partially mediates the effect of involvement on purchase intention.

Cite This Study

Zhang et al. (2026) studied this question.

synapsesocial.com/papers/69fd7f4fbfa21ec5bbf07d1b https://doi.org/10.1371/journal.pone.0348785

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Implication

Randomized trial examines how Generation Z's involvement affects purchase intentions in tea culture homestays, indicating cultural identity's role.

Generation Z involvement, cultural identity, and purchase intention in the homestay context: Evidence from tea-culture homestays

Discussion

Member takes

Implication

Key Points

Cite This Study

Generation Z involvement, cultural identity, and purchase intention in the homestay context: Evidence from tea-culture homestays

Discussion

Member takes

Implication

Key Points

Cite This Study

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