Research On Brand Experience Design Based On The Consumer Behavior Of "Generation Z"

Generation Z refers to those born between 1996 and 2010,also known as the "post-1995" or "post-2000" generation.China’s "Generation Z" has a large population base and high disposable income,so it has strong consumption power and is the main force of China’s future consumption."Generation Z" consumers have unique personality,are willing to experience,and are willing to pay for their interests and preferences.Their consumption behavior is completely different from that of previous generations.In this context,from the perspective of design science,this topic studies the consumer behavior of "Generation Z" with the overall brand experience as the entry point,so as to provide a theoretical basis for brands to grasp the high potential consumer group,enterprises to enhance their influence and successfully transform.This topic to generation "Z" consumer first,consumer behavior and study way,the brand experience design related literature comb,use "means-end chain" to study the method of generation "Z" brand experience of contact,the result of experience,experience value to sort,solve the qualitative interviews and the questionnaire survey and quantitative low validity problem caused by less samples.Through factor analysis,validity analysis and multiple linear analysis,the behavioral hierarchy model of "Generation Z" was constructed,and the core behavioral path of "experience touchpoint-experience results-experience value" was screened.Based on the research results of "experience value",the customer group of "Generation Z" consumers is divided.Based on the research results of "Experience results" and combined with the brand experience theory of SEMS,the brand experience model of "Generation Z" is constructed from the dimensions of sensory experience,emotional experience,cognitive experience,action experience and relationship experience.Using the tools of experience design in design science,this paper draws the consumption portrait,consumption situation and mood board of "Generation Z" consumers,and puts forward the brand experience design strategy for "Generation Z" consumers.Finally,the experiential strategy model is verified by design practice.Based on the research on the consumer behavior of "Generation Z" in the food and beverage industry,this project regards "experience value" as a means of consumer segmentation,and proposes targeted brand experience design strategies for the three types of "Generation Z" consumer groups.Aiming at consumers who are "self-pleasure and enjoyment of life",four design strategies are proposed: "Promoting multidimensional sensory interaction and strengthening sensory experience","innovating product category research and development to awaken sensory and emotional experience","creating high-quality and efficient life to facilitate emotional action experience","activating young people’s positive emotions and improving emotional action experience".Aiming at the consumers of "self-construction and circle connection" type,four types of design strategies are proposed: "establishing matching ideology to satisfy emotional experience","constructing forward-looking ideology to enhance cognitive experience","designing to fit lifestyle and improve action experience","constructing intimate circle relationship and enhancing relationship experience".Aiming at the consumers with "cultural identity and national confidence",three design strategies are proposed: "call out new visual style and stimulate sensory experience","deepen regional association and enhance emotional experience","construct mythological symbols and deepen cognitive experience".