文化认同对文创产品消费意愿的影响研究——自我认同与产品涉入度的作用  

The Impact of Cultural Identity on Consumer Intentions toward Cultural Creative Products:The Roles of Self-Identity and Product Involvement

作　　者：崔贺轩 CUI He-Xuan(School of Journalism and Communication,Tsinghua University,Beijing 100084,China)

机构地区：[1]清华大学新闻与传播学院,北京100084

出　　处：《长江师范学院学报》2025年第1期91-98,共8页Journal of Yangtze Normal University

基　　金：国家社会科学基金重大项目“文化自信与国家形象研究”(18ZD21)。

摘　　要：文创产品消费是关系到文化产业和文化事业发展,乃至文化影响力与国家软实力增强的重要研究议题。在认同和消费等相关理论的基础上,通过对广东文化认同和相应文创产品消费意愿的研究发现:文化认同对文创产品这一基于文化元素产品的消费意愿具有显著影响,产品涉入度在两者之间起中介作用;文创产品消费作为一种消费者的个性和时尚消费,消费者的自我认同也会影响其消费意愿。因此,文创产品的特色化、对象化供给和精准性传播以及中华文化认同,应作为提升文创产品消费,以及发展文化产业和文化事业以增强中华文化影响力和国家软实力的重要抓手。The consumption of cultural and creative products is a key area of research with implications for the development of the cultural industry,cultural initiatives,and the enhancement of national soft power.Drawing on theories of identity and consumption,this paper examines the relationship between cultural identity in Guangdong and the intention to consume cultural and creative products.The study finds that cultural identity significantly influences consumption intentions,with product involvement acting as a mediator.Furthermore,the consumption of cultural and creative products is linked to consumer personality and fashion trends,with self-identification playing a crucial role in shaping purchasing decisions.To boost consumption and foster the growth of the cultural industry,it is essential to focus on the characterization,targeted supply,and effective promotion of cultural and creative products.Promoting a stronger identification with Chinese culture will enhance both product consumption and the cultural soft power of the nation.

关 键 词：文化认同 自我认同 产品涉入度 文创产品 消费意愿 

分 类 号：C91-0[经济管理] F590[社会学]