“Z世代”作为国货品牌的主流消费群体，了解其消费习惯对提升品牌体验具有引导意义。目的 根据“Z世代”消费者的国货消费喜好，构建情感化理论下的品牌体验评价模型，以评估现有国货品牌对“Z世代”群体电子消费习惯的适应程度，使国货品牌更能满足“Z世代”的情感需求。方法 从情感化设计的视角出发，首先利用问卷调研和数据采集总结“Z世代”的电子消费习惯、消费个性、消费文化特征等

As the predominant consumer demographic for domestic brands, "Generation Z" possesses consumption habits that hold valuable guiding implications for enhancing brand experiences. The work aims to construct a brand experience evaluation model tailored to the consumption preferences of "Generation Z" consumers for domestic brands to assess the extent to which existing domestic brands are adapted to the "Generation Z" demographic and ensure that brand experiences meet the specific demands of "Generation Z". From the perspective of emotional design, questionnaire surveys and data collection were conducted to categorize the digital consumption habits, consumption personalities, and cultural characteristics of "Generation Z" to extracted