Factors Influencing the Purchase of 96.5% Gold Jewelry by Generation Z

Abstract

This research aims to study 1) analyze the factors influencing the purchase of 96.5% gold jewelry among Generation Z consumers, 2) examine the relationship marketing elements affecting their purchasing decisions, and 3) investigate their attitudes toward 96.5% gold jewelry. The sample group consisted of 400 Generation Z consumers aged between 16 and 30 years old, residing in Chiang Rai province. Data were collected through questionnaires and analyzed using descriptive statistics and multiple regression analysis. The findings revealed that Generation Z consumers placed high importance on relationship marketing factors, particularly the credibility of gold shops, customer loyalty, and customer assurance, all of which had a statistically significant influence on purchasing decisions (p < 0.05). Although staff attentiveness received a high mean score, it did not have a statistically significant effect, suggesting that Generation Z consumers tend to rely on self-acquired information rather than salesperson persuasion. Relationship marketing variables accounted for 40.80% of the variance in purchasing decisions. Moreover, attitudinal factors—including consumers’ knowledge and understanding of gold jewelry and emotional perceptions such as viewing gold jewelry as a fashion accessory, a symbol of social status, or an investment—were all significantly influential, with emotional perception having the strongest impact
(β = 0.59, Sig. = 0.00). The study indicates that relationship marketing, emotional perceptions, and consumer knowledge are critical components in developing effective gold shop management strategies that align with the needs and purchasing behaviors of the new generation of consumers.