区域品牌产品的文化嵌入对消费者行为忠诚的影响机理——以武当山文化区域品牌产品为例  

The Influence Mechanism of Cultural Embeddedness of Regional Brand Products on Consumers’Behavior Loyalty:Taking the Regional Brand Products with Wudang Mountains Culture for Example

作　　者：徐娜 李康乐 邓恩 Xu Na;Li Kangle;Deng En(Institute of Quality Development Strategy,Wuhan University,Macro-Quality Management Coordination Center of Hubei Province,Competition Policy and High-quality Economic Development Research Center)

机构地区：[1]武汉大学质量发展战略研究院、宏观质量管理湖北省协同创新中心、竞争政策与经济高质量发展研究中心

出　　处：《宏观质量研究》2023年第3期82-94,共13页Journal of Macro-quality Research

基　　金：教育部哲学社会科学研究重大课题攻关项目(15JZD023);国家社科基金重大项目(16ZAD045)的资助。

摘　　要：将文化嵌入到区域品牌产品是维持文化资源可持续发展的重要途径,也是使区域获得竞争优势和高质量发展的手段,但是目前较少被关注。因此,本研究结合计划行为理论(TPB),提出了一个新的概念模型并进行了实证分析。基于该模型,分析了区域品牌产品的文化嵌入、感知价值和对区域品牌产品文化嵌入的态度三个因素对行为忠诚的直接影响和间接影响。本研究以武当山文化区域品牌产品为例,基于313个样本调查数据,采用偏最小二乘结构方程方法分析了所提出的概念模型的有效性。研究结果表明,感知价值和态度在区域品牌产品的文化嵌入与行为忠诚之间起到部分中介作用。与态度相比,无论是直接或间接作用,感知价值对行为忠诚有更大的影响。此外,感知价值对态度也有显著的正向影响。将区域品牌产品和文化资源进行融合有利于实现区域品牌产品的升级,以及文化资源和区域经济的可持续发展。Although cultural embeddedness of regional brand products(CERBP)is an important avenue to maintain sustainable development of culture resources,and a way to attain regional competitive advantage as well as high quality development,it is receiving far too little attention by the researchers.Being so,the research proposes a novel conceptual model by integrating the theory of planned behavior(TPB)and conducts an empirical analysis.Based on the model,the study analyzes both the direct and indirect impact of CERBP,perceived value,and attitude towards CERBP on behavior loyalty toward CERBP.The model’s validity was confirmed using a partial least squares structural equation modeling technique based on the survey data having 313 valid responses for the questionnaire regarding the regional brand products with Wudang Mountains Culture.The results revealed that perceived value and attitude partially mediated the relationship between CERBP and behavior loyalty,and compared with attitude towards CERBP,perceived value has a greater influence on behavior loyalty,either directly or indirectly.Furthermore,perceived value also had a significant and positive impact on attitude towards behavior loyalty.The combination of regional brands and cultural resources is beneficial for sustainable development of cultural resources and regional economy.

关 键 词：区域品牌产品 文化嵌入 计划行为理论 行为忠诚 感知价值 态度 

分 类 号：G05[文化科学] F274[经济管理—企业管理] F273.2[经济管理—国民经济]