The Impact of Generation Z Consumers' Uniqueness Needs on New Product Purchase Intention

Against the backdrop of China’s economic development and rising individualism, Generation Z (born 1995–2009) has become a core consumer group driving personalized consumption, yet enterprises face high failure rates (up to 90% in high-innovation categories) when launching new products. This study explores how Generation Z’s need for uniqueness—operationalized as Creative Choice Counterconformity, Unpopular Choice Counterconformity, and Avoidance of Similarity—influences new product purchase intention, with perceived value as a mediating variable. Using a quantitative approach, 400 valid questionnaires were collected from Chinese Generation Z consumers (18–30 years old) via online platforms (Weibo, WeChat, QQ). Data analysis included reliability/validity tests, correlation analysis, ANOVA, and regression analysis. Results show: (1) All three dimensions of uniqueness need positively predict new product purchase intention, with Creative Choice Counterconformity having the strongest impact; (2) Perceived value partially mediates the relationship between uniqueness need and purchase intention; (3) No significant differences in uniqueness need or purchase intention exist across age subgroups within Generation Z. This study enriches marketing research on uniqueness need and provides actionable insights for enterprises to develop targeted new product strategies for Generation Z.