| For the past few years,there are a series of events in silk field,such as the implementation of national “Belt and Road” strategy,the foundation of International Silk Alliance in Hangzhou,the qualification of “Hangzhou Silk” under national geographic indication product protection in China,etc.Under the influence of these events,Hangzhou Silk not only obtains the preference of consumers as textile and clothing products,but also gradually holds wide attention from the public as a social phenomenon.While,the research shows that due to the subjective and objective environment factors,the public have different opinions on Hangzhou Silk.Under the humanistic environment of Hangzhou famous for “Hangzhou Silk” and governed by urban tourism economy,constructing a scientific and effective “Hangzhou Silk” cognition and assessment system can provide a new perspective and dimension for measuring the industry development and brand building of Hangzhou silk in current stage,and have important practical significance to improve the general impression of “Hangzhou Silk” and expand the sales volume of Hangzhou silk.Under this background,this research reviews relevant literature and defines the connotation of “Hangzhou Silk”.Based on the grounded theory,the paper divides the structural dimensions of the integral evaluation of “Hangzhou Silk”,finds the influencing factors and effects,and constructs the theoretical model of the cognitive evaluation mechanism of “Hangzhou Silk”.Empirical analysis was used to test and revise the cognitive evaluation mechanism model of “Hangzhou Silk”.Comparative analysis was used to measure the difference between the approaching group and the distancing group on the cognitive evaluation of “Hangzhou Silk”.Finally,combined with the empirical results and interview data,the paper puts forward targeted suggestions to improve the integral evaluation of “Hangzhou Silk”.The main conclusions obtained are as follows:(1)Concept definition of “Hangzhou Silk”.Based on literature research,this dissertation defines “Hangzhou Silk” as silk products which are produced or registered in Hangzhou or silk products with key craft manufacturing finished in Hangzhou,including silk fabric,silk clothing,silk apparel,silk home textile(including silk quilt),silk craft or silk cultural creative products.All of these products are mainly made with silk fiber(silk fiber content ≥50%,excluding sewing thread and other ingredients).(2)Qualitative analysis of cognitive evaluation mechanism of “Hangzhou Silk”.Based on the grounded theory method of qualitative analysis,the research conducted a social survey of cognitive evaluation of “Hangzhou Silk” and collected a large number of interview data.Using NVIVO software to analyze the qualitative data,this research extract and summarize seven influencing factors on the integral evaluation of “Hangzhou Silk”,including two individual factors such as product knowledge and relevant information,and five environmental factors such as product performance,service performance,brand performance,social responsibility and cultural connotation.Then,it analyzes the component dimensions of the integral evaluation of “Hangzhou Silk”,including emotional tendency and rational cognition.The output performance of the integral evaluation of “Hangzhou Silk” was determined,that is,the behavior intention of the people.According to the data coding,the theoretical model of cognitive evaluation mechanism of “Hangzhou Silk” was formed.(3)Empirical test of the cognitive evaluation mechanism of “Hangzhou Silk”.Based on the results of qualitative analysis,this study reviews the cognition theory and reputation theory.Then the cognitive evaluation questionnaire of “Hangzhou Silk” was designed,and standardized quantitative data were collected.According to the survey data,using statistical analysis software such as EXCEL,SPSS and AMOS,the theoretical model of cognitive evaluation mechanism of “Hangzhou Silk” obtained through qualitative analysis and relevant hypothesis relations were verified and simplified by means of factor analysis,correlation analysis and structural equation model.(1)Through the mediating effect of emotional tendency,product knowledge,relevant information,social responsibility and cultural connotation affect behavioral willingness indirectly and positively.(2)Through the mediating effect of emotional tendency and rational cognition,product performance,service performance and brand performance affect behavioral intention indirectly and positively.(3)Product performance,brand performance and service performance affect behavioral intention directly and positively.(4)Composition of cognitive evaluation system of “Hangzhou Silk”.Based on qualitative analysis and empirical test results,the cognitive evaluation system includes two levels of individual-level and environment-level;seven influence factors of product knowledge,relevant information,product performance,brand performance,service performance,social responsibility and cultural connotation;Covering twentytwo cognitive contents,such as the professional knowledge,experience knowledge,information access,media public opinion direction,industry promotion,quality,design innovation capability,performance,price,professional service,thoughtful service,after-sale service,service attitude,store image,brand positioning,image identification,consumer responsibility,environmental responsibility,cultur al inheritance responsibility of silk,historical properties,cultural implication and cultural carrier;and twenty-eight indicators.(5)Cognitive evaluation of “Hangzhou Silk” by different groups.According to the result of the integral evaluation of "Hangzhou Silk",namely the so-called behavioral intention,the respondents were divided into the approaching group and the distancing group.Through comparative analysis,this research finds out the variables and measurement indexes with obvious differences in cognitive evaluation of "Hangzhou Silk" between the two groups,and analyses the reasons according to the data of interview and survey.The results showed that the average cognitive evaluation of “Hangzhou Silk” by the approaching group was higher than that by the distancing group,which was as follow.(1)The difference between “performance characteristics” and “purchase and use experience” in product knowledge variables is obvious,the fundamental reason is that the distancing group does not have sufficient cognition of properties such as heat-moisture comfort,healthy function,crease resistance,durability and convenience,and the purchase and use experience is obviously less than that of the approaching group.(2)There is a significant difference between “information channel convenience” and “media opinion orientation” in variable relevant information,the reason lies in the influence of electronic media and word-ofmouth communication,as well as the influence of negative media reports.(3)The differences between four indicators,such as high quality,design innovation ability,performance and cost-effective,in product performance variable are obvious,the main reason is the wrong cognition of silk fiber content of products,meanwhile,and the distancing group lack sufficient recognition of attributes,such as color fastness,fashion sense,design sense,innovation and price fairness.(4)There are obvious differences between “thoughtful” and “affordable” in service performance variables,which are due to the demand for customization and product instructions,as well as the uncertainty of after-sales support.(5)There are significant differences between the two groups in the attitude of brand identification in brand performance variables.The specific performance is that the public know the well-known silk enterprise brand in Hangzhou,but cannot accurately identify the brand trademark.Moreover,the public awareness rate of “Hangzhou Silk” national geographic symbol and high-grade silk symbol,which represent the product quality,is very low,which is caused by insufficient promotion and the lack of product knowledge among the public.(6)There are also significant differences in the two groups’ attitudes towards “consumer protection capability” in the social responsibility variable,which is rooted in the reliability and facticity of product identification and information provided by guiders.In addition,cultural connotation is the variable with the least difference in cognitive evaluation of “Hangzhou Silk” between the two groups.In this variable,“diversity”,“environmental capacity” and “long history” were measured with small differences in attitudes between the two groups.Finally,based on the rules revealed by the cognitive evaluation mechanism of “Hangzhou Silk”,combined with the conclusions obtained from the group difference analysis and the interview data,this paper proposes seven strategies to improve the integral evaluation of “Hangzhou Silk”.The strategies as follows:(1)A strategy of popularizing professional knowledge and forming habit of using product knowledge.(2)A relevant information unimpeded strategy based on opinion leader’s driving and information platform construction.(3)A product development strategy based on the development of natural property and the improvement of design innovation ability.(4)A service improvement strategy based on the establishment of considerate service system and guarantee system.(5)A brand building strategy based on the implementation of high-end brand development and the reconstruction of national geographic symbol brand.(6)A strategy of cultivating social responsibility based on protecting consumers’ rights.(7)A strategy of cultural guidance based on improving cultural identity. |
PDF Full Text Request