宋锦文化认同对消费者购买意愿的影响研究——品牌认知的中介作用

被引：7

作者：

李春笑

王燕珍

曲洪建

机构：

[1] 上海工程技术大学服装学院

来源：

丝绸 | 2020年 / 57卷 / 06期

关键词：

宋锦; 文化认同; 品牌认知; 购买意愿; 实证分析; 营销策略;

D O I：

暂无

中图分类号：

F273.2 [产品管理]; F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

宋锦的历史性、传承性等文化的认同对消费者购买意愿的影响研究具有一定的理论意义和实践价值。文章通过对文化认同及与宋锦相关的文献分析,提出了相应的研究假设并构建理论模型,基于问卷调研数据,实证分析了宋锦文化认同各维度对购买意愿的具体影响,研究结果表明:文化认同四个维度都正向影响服装消费者的购买意愿,其影响的重要性程度为:情感性认同>归属性认同>产品认知>自尊性认同。验证了感知质量和品牌联想在文化认同对购买意愿影响里的中介作用。由此,从宋锦文化认同的四个维度及品牌认知的角度提出对宋锦产品营销的策略。

引用

页码：11 / 17

页数：7

共 30 条

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