Research On The Influence Of Cross Boundary Innovation Of Time-honored Brands On Consuners’ Purchase Intention

The time-honored brand is the symbol of Chinese culture and spirit,bearing the spiritual connotation of the Chinese nation and the excellent skills of each region.Its activation and innovative development are highly valued by relevant departments of the state.In January 2022,the Ministry of Commerce and eight other departments put forward opinions on promoting the innovative development of time-honored brands,and proposed the development goal of building the time-honored brand inheritance and innovation system by 2025.The strong support of national policies,the rapid development of digital economy,and the new generation of consumers’ love for domestic products have boosted the upgrading of time-honored brands.Some timehonored enterprises have started cross-border innovation.For example,Dao Xiangcun cooperated with Qi Forest to launch"Mid-Autumn Moon Cake Gift Box",Ma Yinglong crossover makeup launched lipstick,and Tong Rentang Crossover Coffee launched health coffee.However,although the crossover innovation of time-brand brands has become a fashion trend,it is not uncommon for most brands to disappear after being very popular for a while.The crossover co-branded products have a temporary heat when the merchants vigorously advertise,but they are quickly ignored after the product promotion.This means that the crossover innovation of timehonored brands is still in the exploratory stage,and there is no mature experience for reference.The slightest mistake will destroy the reputation of time-honored brands accumulated over the years.In the case of both opportunities and challenges,timehonored brands need to clarify the logic of cross-border innovation and clarify the internal mechanism of brand cross-border innovation affecting consumers’ purchasing behavior,so as to break through the dilemma of development and realize upgrading.There are abundant researches on the activation and innovation of time-honored brands,and scholars’ opinions are mainly divided into three categories:"inheritance","innovation" and "innovation with inheritance".The research on cross-border innovation of time-honored brands is limited to marketing,and the specific research content focuses on product innovation.Existing studies have not yet combined with the actual situation of China’s time-honored enterprises to make a more detailed definition and division of cross-border innovation from the aspects of strategy,business model,marketing,culture and other aspects.On the other hand,the "old" of time-honored brand and the "new" of the cross-border product or service form a strong contrast.Combining the crossover innovation of time-honored brands with consumers’ purchasing behavior,it is important for exploring the internal mechanism of the impact of crossover innovation of time-honored brands on consumers’perception of innovation and purchase intention,especially for exploring the effects of different levels of innovation respectively for the activation and innovation of timehonored brands.Therefore,this paper will analyze the connotation and mechanism of crossborder innovation of time-honored brands,and try to clarify the "black box" of crossborder innovation content.Based on this,the behavioral mechanism model of the influence of time-honored brand cross-border innovation on consumers’ purchase intention is constructed,and the internal mechanism of consumers’ cognition and behavioral decision on time-honored brand cross-border innovation from the perspective of consumers is revealed.Specifically,it includes the following three research purposes:First,analyze the connotation and mechanism of time-honored brand cross-border innovation,and make a more detailed definition and division from the aspects of strategy,business model,marketing,culture,etc.,so as to lay a theoretical foundation for relevant research on time-honored brand cross-border innovation.Second,according to the multi-level definition of time-honored brand cross-border innovation,explore the internal mechanism of time-honored brand crossborder innovation affecting consumers’ purchase intention at all levels.Thirdly,take external objective factors and individual characteristics of consumers as the situational factors that influence consumers’ cognition and behavior in time-honored brands’ cross-border innovation,test the situational factors one by one,and find the best applicable situation for time-honored brands’ cross-border innovation.According to the topic of "The impact of time-honored brands’ cross-border innovation on consumers’ purchase intention",this paper constructs the following research ideas:First,it uses qualitative analysis to clarify the internal mechanism of time-honored brands’ cross-border innovation,and identifies the specific content and definition of time-honored brands’ cross-border innovation;After that,according to the qualitative analysis results,the theoretical model of the influence of cross-border innovation of time-honored brands on consumers’ purchase intention is built to analyze the internal mechanism of consumer cognition and behavior process.Next,the theoretical model is tested by empirical research.This paper uses a mixture of qualitative and quantitative research methods,including literature analysis,grounded theory,questionnaire survey,experiment and statistical analysis to construct and test the theoretical model,and mainly draws the following conclusions:First,the time-honored brand crossover innovation includes five aspects.Each part plays a role in process/technology embodiment,market expansion,business form perfection,value sublimation and direction guidance for time-honored brand crossover innovation respectively.Among them,culture and strategy are the"recessive" side of cross-border innovation,while product cross-border innovation,marketing cross-border innovation and business model cross-border innovation are the "explicit" side,representing the concrete realization forms of cross-border innovation of time-brand brands.Second,the cross-border innovation of time-honored brands affects consumers’perception and innovation at all levels,thus influencing consumers’ brand attitude and purchase intention.As external stimulus factors of this study,consumers will form specific associations for product cross-border innovation,marketing channel crossborder innovation and business model cross-border innovation,and then compare the specific associations with the actual situation to evaluate the realization degree of the specific associations in new products,marketing methods and value creation methods.Thirdly,objective factors such as enterprise type and product attributes and individual characteristics of consumers such as cultural identity and degree of diversity are important situational factors that affect consumer cognition and behavior.In product crossover innovation,when consumers with a high degree of differenceseeking encounter the "element grafting" type of brand crossover,or consumers with a low degree of difference-seeking encounter co-branding,perceptions of innovation and brand attitude are more positive.In the cross-border innovation of marketing,onsite scene marketing is adopted for products with identity signals,while show-and-tell scene marketing for products with prominent function signals can better stimulate consumers’ perception innovation and purchase intention.In the cross-border innovation of business model,when single brand enterprises adopt incremental innovation strategies,or multi-brand enterprises adopt radical innovation strategies,consumers’ perceived firm innovativeness and brand attitude are more positive.The innovation of this research is reflected in the following three aspects:First of all,this study tries to explore the "black box" of cross-border innovation content and build the elements and functional mechanism model of cross-border innovation of time-honored brands.By making an in-depth analysis of the specific performance of cross-border innovation of time-honored brands at various levels,such as strategy,business model,marketing,product and culture,this paper makes clear the internal mechanism of cross-border innovation of time-honored brands.Secondly,based on SOR theory and associative demand theory,this study integrates crossover innovation research and consumer behavior research and builds a mechanism model of the influence of time-honored brands’ crossover innovation behavior on consumer cognition and purchasing behavior.This paper identifies the mediating role of consumer perception innovation,which provides an overall research framework for the study of crossover innovation and consumer behavior integration of time-honored brands.Finally,objective factors and individual idiosyncrasies that affect consumer perception and behavior are incorporated into the research framework,and the moderating effects of variables such as situational factors and cultural identity,including the type of time-honored enterprises,are identified.The conclusion of this study expands the applicable context of the research on the crossover innovation of time-honored brands and the research on consumer behavior.Although this paper is as perfect as possible in logical reasoning,model construction and experimental design,there are still some limitations in the research content and method.On the one hand,due to the limitation of data sources,the detection variable is still consumers’ purchase intention rather than actual purchase situation.Follow-up studies can be carried out in combination with field investigation method and big data application to improve the accuracy of research results.On the other hand,future research can integrate the time-honored brands,cooperative brands,consumers and other cross-border subjects into the research framework to build a comprehensive research model.Thus,there is a large space for exploration in the future research.