Research on the Z-Generation Health Market and Its Buying Behavior under the New Economy of Punk Health

Danni Liu ()
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Danni Liu: Guangdong Pharmaceutical University

A chapter in Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024), 2024, pp 706-714 from Springer

Abstract: Abstract With the young people of Generation Z joining the ranks of health care, the new concept of “punk health care” has emerged, which refers to the formal health care to make up for the loss of health and comfort the indulgent psychology. In this study, a variety of sampling methods were used to collect and analyze the use of health care products and customer satisfaction through online surveys. The questionnaire recovery rate was high and the data quality was reliable. The study found that the market potential of health care products is huge and is in a period of rapid development. By analyzing online public opinion and comments on e-commerce platforms, using Python to crawl data and carry out sentiment analysis, it reveals consumers’ praise, concerns and dissatisfaction with health care products. Further, through cross-correlation analysis and PCA-systematic clustering, the influencing factors of Gen Z’s cognition and satisfaction with health care products were explored, and the characteristics of customers and their continuous purchase intention were analyzed. The conclusion is that the usage rate and recognition rate of punk health care products are improved, and the characteristics of potential customer groups are obvious. Based on Logistic regression and systematic cluster analysis, potential customers are classified. Finally, from the three aspects of government supervision, enterprise R & D marketing and consumers’ own behavior, the paper puts forward suggestions to promote the healthy development of punk health market.

Keywords: health products; Generation Z; User portrait; Buying behavior; Sentiment analysis (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-598-0_78

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