国潮文化社交价值对时尚品牌购买意愿影响研究  

Research on the Influence of Social Value of Guochao Culture on Purchase Intention of Fashion Brands

作　　者：木斯 雷青[1] MU Si;LEI Qing

机构地区：[1]内蒙古师范大学设计学院

出　　处：《价格理论与实践》2024年第11期175-180,225,共7页Price:Theory & Practice

基　　金：内蒙古自治区文化和旅游发展研究重点项目“北疆文旅地格感知意向与品牌形象构建研究”(2024-WL009)。

摘　　要：“国潮文化”是中华传统文化与当代流行文化结合形成的一种时尚潮流现象;其与时尚品牌联袂不仅助推从“中国制造”向“中国创造”的跨越,亦对中华优秀文化的传播与输出有着推动作用。本文阐释国潮文化社交价值与时尚品牌购买意愿影响机制。通过实质分析结果表明:影响因素路径系数呈文化价值>社会影响>品牌情感>功能质量,且均正向影响“国潮”时尚品牌购买意愿,社交价值在其间起中介效应;价格敏感度对购买意愿起负向调节作用,文化自信分别在社会影响、文化价值与购买意愿间起正向调节作用。从而得出,国潮文化独特的社交价值是文化消费的重要动因;且年轻世代国潮文化消费具有典型的满足圈层构建、寻求兴趣同好、群际归属的社交与情感需求特征。基于此,得出如下启示:以个性诠释、文化认同为内核构建国潮时尚品牌社交价值体系;以特殊的圈层属性与社交属性构筑国潮时尚品牌“社交符号”;依托文化和情感丰富国潮时尚品牌价值内涵。"Guochao culture"is a fashion trend phenomenon formed by the combination of traditional Chinese culture and contemporary popular culture.Its collaboration with fashion brands not only facilitates the transition from"Made in China"to"Created in China,"but also promotes the dissemination and export of excellent Chinese culture.This paper explains the influence mechanism of the social value of Guochao culture on the purchase intention of fashion brands.Through empirical analysis,the results show that the path coefficients of influencing factors are in the order of cultural value>social influence>brand emotion>functional quality,all of which positively affect the purchase intention of Guochao fashion brands,with social value playing a mediating role.Price sensitivity negatively moderates purchase intention,while cultural confidence positively moderates the relationships between social influence,cultural value,and purchase intention.Thus,it concludes that the unique social value of Guochao culture is a significant driving force for cultural consumption,and the consumption of Guochao culture among the younger generation is characterized by social and emotional needs such as building social circles,seeking shared interests,and group belonging.Based on this,the paper offers the following insights:construct a social value system for Guochao fashion brands centered on individual interpretation and cultural identity;build"social symbols"for Guochao fashion brands based on unique social and community attributes;and enrich the value connotation of Guochao fashion brands through culture andemotion.

关 键 词：国潮文化 社交价值 文化价值 文化自信 中介效应 

分 类 号：G63[文化科学—教育学]