The Impact of Perceived Value on Word-of-Mouth Among Generation Z Consumers in the Apparel Industry within an Omnichannel Shopping Environment Evidence from Henan Province, China

Ping Wang; Yue Huang

doi:10.69650/jcdrhs.2026.1576

Authors

Ping Wang Doctor of Philosophy Program in Business Administration, Graduate School, Stamford International University, Bangkok, Thailand
Yue Huang Doctor of Philosophy Program in Business Administration, Graduate School, Stamford International University, Bangkok, Thailand

DOI:

https://doi.org/10.69650/jcdrhs.2026.1576

Keywords:

Omnichannel Retail, Consumer Perceived Value, Word-of-Mouth, Flow Experience, Perceived Privacy Risk

Abstract

With the rapid advancement of digital technology, the concept of omnichannel retailing has emerged, and against this backdrop, consumer behavior has undergone profound changes. Perceived value serves as a crucial foundation for retailers to understand consumer behavior and gain competitive advantages. However, within the context of omnichannel retailing, the underlying psychological mechanisms through which perceived value influences consumer behavior—particularly word-of-mouth behavior—remain insufficiently explored. This study focuses on the Generation Z apparel consumers in Henan Province, China. Data were collected through a questionnaire survey from 466 omnichannel apparel consumers and analyzed using Structural Equation Modeling (SEM) via AMOS software to test the proposed theoretical hypotheses. Findings reveal that flow experiences and perceived privacy risks mediate the influence of perceived value on word-of-mouth behavior, though their mediating effects differ in strength. This research provides theoretical support for apparel companies seeking to optimize omnichannel shopping experiences and proactively guide consumer word-of-mouth behavior.

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