Abstract
This study examines how social media could substantially influence the purchasing decisions of Gen Z female university students in Macau, China, with particular attention to the specific processes through which influential social media content might shape their perceptions and choices. An interpretive qualitative research design was employed, based on semi-structured in-depth interviews with 10 university students aged 18-25. Moreover, the data were processed through thematic analysis, with saturation monitoring to ensure the credibility and depth of interpretations. Given that social media platforms continue to evolve, data analysis may reveal that they provide information. Additionally, analysis might indicate that social media plays a formative role in constructing purchase considerations. However, short videos and live-stream content may stimulate scenario-based imagination. Furthermore, content could influence perceptions of authenticity and shape risk assessments. Findings indicate female students identify three interrelated mechanisms during the cheongsam purchase conversion process: scenario script construction, visibility management, and a mechanism termed the "fit-authenticity evidence chain." Nevertheless, mechanisms help explain why initial interest does not necessarily translate into actual purchase. In light of these important empirical findings, this research could provide cheongsam brands with significant opportunities to enhance competitiveness through scenario-based content strategies, clearer sizing guidance, and strengthened return/exchange/alteration service commitments. Thus, tight integration between online promotion and offline fitting services may boost Gen Z consumers' trust. Notwithstanding current market conditions, integration might improve conversion rates.