消费者关于故宫文创的感知价值对其网购行为的影响研究——文化认同的调节作用  

A Study on the Influence of Consumers’Perceived Value of the Palace Museum Cultural and Creative Product on Online Shopping Behavior:The Moderating Effect of Cultural Identity

作　　者：李梦林 鲁曦楠 李馨怡 徐金灿[1] Li Menglin;Lu Xinan;Li Susana;Xu Jincan

机构地区：[1]北京大学新媒体研究院

出　　处：《现代广告》2025年第5期27-37,共11页Modern Advertising

基　　金：“北京大学专业学位研究生案例教学示范课程”(项目号:6200200752)课题资助。

摘　　要：近年来,作为传播中华优秀传统文化重要载体之一的故宫文创深受大众的喜爱,而且随着网络购物的普及,一些消费者也常通过网络渠道购买故宫文创。本研究通过问卷调查和结构化访谈的方式,并采用因子分析和回归分析的方法,探讨了消费者对于故宫文创产品的感知价值对其网购行为的影响,并特别关注了文化认同在其中的调节作用。结果表明,消费者对故宫文创产品的情绪价值和实用价值等因素均显著影响其网购意愿;文化认同在感知成本与网购意愿之间起一定的负向调节作用,表明文化认同越强,消费者对感知成本的敏感度越低,从而提高其购买意愿。本研究的发现为文创产品的市场营销策略提供了一定的理论支持,建议文创企业在产品设计与推广中更好地融入文化元素,以增强消费者的文化认同感,从而促进消费者的购买活动。In recent years,the Cultural and Creative Products of the Palace Museum,as one of the important carriers for spreading excellent traditional Chinese culture,have been deeply loved by the public.With the prevalence of online shopping,some consumers also purchase Cultural and Creative Products of the Palace Museum through online channels.Adopting a questionnaire survey and structure interview approach,this study uses factor analysis and regression analysis to explore the influences of consumers’perceived value of cultural and creative products of the Palace Museum on their online shopping behavior,and pays special attention to the moderating role of cultural identity in this process.The results show that the emotional value and practical value of the cultural and creative products of the Palace Museum significantly affect consumers’online shopping intentions.Cultural identity plays a negative moderating role between perceived cost and online shopping intention,indicating that the stronger the cultural identity,the lower the sensitivity of consumers to perceived cost,thus increasing their purchase intention.The findings of this study provide theoretical support for the marketing strategy of cultural and creative products,and suggest that cultural and creative enterprises should integrate more cultural elements in product design and promotion to enhance consumers'cultural identity and thus promote their purchasing activities.

关 键 词：故宫文创 文化认同 网购意愿 

分 类 号：F27[经济管理—企业管理]