摘要
本文首次尝试性探究影响消费者非物质文化遗产产品(非遗产品)购买的前因,利用实验研究方法检验消费者知识对文化认同与产品购买意愿关系的调节作用,并验证感知稀缺的中介效应。研究还阐明了消费者对非遗产品的消费与对工业化生产的产品的消费存在着不同的消费心理和决策机制。本文研究不仅补充和拓展消费行为研究,也为非遗领域的研究提供新的研究视角,研究结论能促进市场实践者理解非遗产品和传统手工技艺产品的消费心理机制,并最终有助于推动非遗产品和手工行业的传承和发展。
This paper made the first theoretical effort to investigate the antecedents of purchase behavior regarding intangible cultural heritage( ICH) products. The study employs experimental methods to examine the moderation effect of consumer knowledge on the relationship between cultural identity and purchase intention of ICH products,as well as the mediation effect of perceived scarcity. The results show that the psychological decisionmaking mechanisms of ICH products and industrial products are different. The results also add new knowledge to the literature of consumer behavior,intangible cultural heritage research and traditional-craft industries. The findings help enhance the practitioners 'ability to improve target consumers 'purchase behavior of ICH products and traditional-craft products,and thus ultimately help the heritage and development of intangible cultural heritage and traditional labor industries.
出处
《经济与管理研究》
CSSCI
北大核心
2018年第1期126-135,共10页
Research on Economics and Management
基金
2014 Social Science and Humanities Canada:Consumer Fraudulent Behavior"A Cross-Cultural Perspective"(430-2014-01028)
关键词
文化认同
消费者知识
感知稀缺
非遗产品
消费者购买意愿
cultural identity
consumer knowledge
perceived scarcity
intangible cultural heritage(ICH) product
purchase intention
