摘要
宋锦的历史性、传承性等文化的认同对消费者购买意愿的影响研究具有一定的理论意义和实践价值。文章通过对文化认同及与宋锦相关的文献分析,提出了相应的研究假设并构建理论模型,基于问卷调研数据,实证分析了宋锦文化认同各维度对购买意愿的具体影响,研究结果表明:文化认同四个维度都正向影响服装消费者的购买意愿,其影响的重要性程度为:情感性认同>归属性认同>产品认知>自尊性认同。验证了感知质量和品牌联想在文化认同对购买意愿影响里的中介作用。由此,从宋锦文化认同的四个维度及品牌认知的角度提出对宋锦产品营销的策略。
It is of certain theoretical significance and practical value to study the influence of historical and inheritance cultural identity of Song brocade on consumers’purchase intention.Based on the analysis of literatures related to cultural identity and Song brocade,this paper puts forward the corresponding research hypothesis and buildsa theory model.Based on the data of questionnaire survey,the concrete effects of each dimension of Song brocade cultural identity on purchase intention were empirically analyzed.The results show that the four dimensions of cultural identity have positive influence on consumers’clothing purchase intention,and the effect degree is as below:affective identity>attributive identity>product cognition>self-esteem identity.The mediating role of perceived quality and brand association in the influence of cultural identity on purchase intention was verified.Therefore,from the four dimensions of Song brocade cultural identity and from the perspective of brand cognition,the author puts forward the strategy of Song brocade product marketing.
作者
李春笑
王燕珍
曲洪建
LI Chunxiao;WANG Yanzhen;QU Hongjian(School of Fashion Design,Shanghai University of Engineering Science,Shanghai 201600,China)
出处
《丝绸》
CAS
CSCD
北大核心
2020年第6期11-17,共7页
Journal of Silk
关键词
宋锦
文化认同
品牌认知
购买意愿
实证分析
营销策略
Song brocade
cultural identity
brand recognition
purchase intention
empirical analysis
marketing strategy
