摘要
信息社会下,媒介对消费者非遗产品的选择具有关键影响。选择非遗产品消费者为研究对象,构建并检验了“媒介影响—文化认同—非遗产品购买意愿”的理论模型,研究发现:媒介对文化认同、文化认同对购买意愿均有显著正向影响,而媒介对购买意愿的影响则不显著;文化认同在媒介影响购买意愿中起完全中介作用;产品涉入度的调节效应分析显示产品涉入度越高,媒介对文化认同、文化认同对购买意愿的影响越大且越显著。基于此文章还分析讨论了上述相关结论对非遗传承人和企业的管理启示。
In the information society,media play a key role in consumers’choice of intangible heritage products.With intangible product consumers as research objects,a theoretical model of“media influence-cultural identity-purchase intention of intangible heritage products”was built and tested.Results have shown that media have a significant positive effect on cultural identity,and cultural identity has a significant positive effect on purchase intention,while media have no significant influence on purchase intention;cultural identity plays a full mediating role in the influence of media on purchase intention.The moderating effect analysis has shown that the higher the product involvement,the greater and more significant the influence of media on cultural identity and that of cultural identity on purchase intention.Finally,the implications for management of inheritors and enterprises of intangible cultural heritage were discussed.
作者
黄益军
吕庆华
林剑
HUANG Yi-jun;LYU Qing-hua;LIN Jian(Research Center for Regional Development of Overseas Chinese Township,Quanzhou Normal University,Quanzhou Fujian 362000,China;Business School,Putian University,Putian Fujian 351100,China)
出处
《太原理工大学学报（社会科学版）》
2022年第2期154-163,共10页
Journal of Taiyuan University of Technology(Social Science Edition)
基金
福建省科技厅创新战略研究计划项目“数字创意产业创新生态系统构建研究”(2021R0120)
泉州市社会科学规划重点项目“数字经济背景下泉州非遗产业数字化转型机理和路径研究”(2021C01)。
关键词
媒介
文化认同
购买意愿
非遗产品
media
cultural identity
purchase intention
intangible heritage products
