Understanding Gen Z’s purchase intentions for plush wearable souvenirs

Purpose Framed by the heuristic–systematic model, this study aims to investigate the key drivers influencing Generation Z (Gen Z) tourists’ intentions to purchase plush wearable souvenirs (PWSs) and examine the underlying psychological decision-making process. Design/methodology/approach The survey data were analyzed with PLS-SEM and fsQCA, representing symmetric and asymmetric methods, respectively. Findings PLS-SEM analysis revealed that consumer knowledge, perceived value and ritualistic consumption each exert a positive impact on purchase intentions. However, only perceived value and ritualistic consumption have a significant positive impact on consumers’ ambivalent attitudes. When consumers have ambivalent attitudes, it can lead to a higher intention to purchase. Lastly, downward anticipated regret plays a role in moderating how these ambivalent attitudes influence purchase intention. The results of the fsQCA indicate that there are four distinct combinations predicting tourists’ purchase intentions, ranging from affective- to rational-oriented profiles. Originality/value This study represents a novel application of both symmetric and asymmetric methods to examine the conditions and processes underlying Gen Z’s responses to PWSs. Second, this study confirms the positive effect of ambivalent attitudes on behavioral intentions, challenging the traditional view that ambivalence, as a negative emotional state, inhibits individual agency. Last but not the least, this study distinguishes between upward and downward anticipated regret, confirming the moderating role of downward anticipated regret in the PWSs decision-making process.