| In the modern society with consumption prioritized,the main subjects of intangible cultural heritage products(e.g.,enterprises and inheritors)should fully understand the needs of consumers,cond uct the pertinency design,production and marketing,integrate the intangible cultural heritage into the life of modern people preferably,so the formation of protection and utilization of the benign circulation may come into being.This thesis takes the intangible cultural heritage products consumers as the research objects,explores the influence mechanism of cultural identity on consumer purchase intention.In the field of marketing,there still not yet forms a consensus about the concept,dimensions and influencing factors of cultural identity,and it also lacks measurement tools for the cultural identity of intangible cultural heritage products,thus it needsfurther academic researches on the influence mechanism,influence pathes and influence factorsof purchase intention influenced by cultural identity.This thesis focuses on two core variables of cultural identity and purchase intention,and processes the following three researches.Firstly,based on the existing identity research and qualitative interviews,this thesis definesthe cultural identity of intangible cultural heritage products,then divides the internal structure of the cultural identity into four dimensions of product cognition,affective commitment,group affiliation and cultural self-esteem through the item pool,uses mathematical statistics such as item analysis and factor analysis,and develops the cultural identity scale of 15 items with good reliability and validity.Secondly,based on the the three elements framework and the comprehensive influence framework of cultural identity,study 1 constructs the model of “personal traits,product attributes,social situation——cultural identityof intangible cultural heritage products".Personal traits include the variable of nostalgia propensity,product attributes includes the variable of product personality,product reputation and produ ct authenticity.Social situation includes the variable of reference group influence and media influence.Path analysis with AMOS17.0 show that besides the influence of media,all the remaining five variables contribute to consumers’ cultural identity of intangible cultural heritage products.Finally,based on the theory of identity and the theory of planned behavior,study 2 constructs the model of “product cognition,affective commitment,group affiliation,cultural self-esteem——product involvement——purchase intention of intangible cultural heritage products",and takes product type as the moderator variable.Path analysis,mediator effect test and multiple-group analysis with AMOS17.0 show that:(1)Besides product cognition,all the remaining variables of affective commitment,group affiliation and cultural self-esteem have significant positive effects on consumers’ purchase intention.(2)Product involvement plays a part intermediary role between affective commitment and purchase intention,plays a complete intermediary role between cultural self-esteemand purchase intention,while the mediating effect is not significant between product cognition,group affiliation and purchase intention.(3)The product type plays a moderating role in the influence between group affiliation and product involvement.The effect of group affiliation on product involvement is greater and more significantly in the sample group of spiritual needs.The product type also plays a moderating role between product involvement and purchase intention.The effect of product involvement on purchase intention is greater and more significantly in the sample group of spiritual needs.(4)According to the theoretical construction and empirical analysis of study 2,this thesis summarizes three criteria of "product cognition","emotional engagement" and"group affiliation" to distinguishthe types of consumers,and also summarizes four types of typical consumers of intangible cultural heritage products named the "type of definite purposes","type of rational consumption","type of accidental consumption" and "type of following consumption".Based on the above research conclusion,combined with the current development of Chinese intangible heritage products,this thesis draws the following managerial implications:(1)Using consumers’ nostalgia propensity,product personality,product reputation and product authenticity of intangible cultural heritage products,reference groups and media to promote the cultural identity of intangible cultural heritage products.(2)Promoting the purchase intention of intangible cultural heritage products from aspects of product cognition,group affiliation,affective commitment and cultural self-esteem.(3)Formulating different marketing strategies based onthe mediating effect of product involvement.(4)Formulating different marketing strategies based on the moderating effect of product type.The main innovations of this thesis are:(1)Based on the theory of literature and qualitative interviews,it defines cultural identity of intangible cultural heritage products from the perspective of consumers,and develops the four dimensions scale of cultural identity,and tests the reliability and validity of the scale.(2)It constructs and tests empirically the theoretical model of “personal traits,product attributes,social situation —— cultural identity of intangible cultural heritage products ",expands the research on antecedents of cultural identity.(3)It constructs the theoretical model of“product cognition,affective commitment,group affiliation,cultural self-esteem — — product involvement — — purchase intention of intangible cultural heritage products",and tests the the direct effect between cultural identity and purchase intention,the intermediary effect of product involvement between cultural identity and purchase intention,and it divides the intangible cultural heritage products into the type satisfied spiritual needs and the type satisfied functional needs,verifies the moderating effect of product type between cultural identity and product involvement,and between product involvement and purchase intention,finally sums up four typical consumers of intangible cultural heritage products according to the analysis results.These conclusions enrich the theoretical researches of consumer behavior of intangible cultural heritage products. |
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