胶合板印花服装的消费者决策机制

IF 1 4区心理学 Q4 PSYCHOLOGY, SOCIAL

Social Behavior and Personality Pub Date : 2023-05-02 DOI:10.2224/sbp.12250

Yilin Wei, Kehui Deng

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引用次数: 0

摘要

以中国非物质文化遗产胶合板印花服装为例，考察了顾客参与对其购买意愿的影响。我们收集了317位客户的数据，并开发了一个结构方程模型来评估文化认同在这种关系中的中介作用。研究结果表明，顾客参与与购买意愿之间存在显著的正相关关系，这是由文化认同介导的。我们的研究结果加深了对客户参与、文化认同和非物质文化遗产产品购买意愿之间关系的理解。研究结果还为寻求提高消费者对这些产品的购买意愿的公司提供了切实可行的建议。

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Consumer Decision Mechanism of Plywood Printed Clothing

Taking plywood printed garments as an example of a Chinese intangible cultural heritage product, we investigated the influence of customer participation on purchase intention for these garments. We collected data from 317 customers and developed a structural equation model to assess the mediating role of cultural identity in this relationship. The results showed there was a significant positive relationship between customer participation and purchase intention, which was mediated by cultural identity. Our findings enhance understanding of the relationships among customer participation, cultural identity, and purchase intention for intangible cultural heritage products. The findings also provide practical suggestions for companies seeking to increase consumer purchase intention for these products.

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来源期刊

Social Behavior and Personality PSYCHOLOGY, SOCIAL-

CiteScore

2.20

自引率

7.70%

发文量

117

期刊介绍： Social Behavior and Personality: an international journal publishes papers on all aspects of social, personality, and developmental psychology. The journal has successfully published the work of over 5,500 researchers and professionals, continuously for over 40 years. Now in its prime, the journal looks forward with enthusiasm to continued professional maturity and service to its readership and discipline.