An Empirical Study On The International Cultural Identity And Consumption Of Chinese Elements

Promoting Chinese culture is a complex system project,which requires joint efforts.Therefore,promoting the industrialization of culture,strengthening the "cultural marketing" and getting more cultural products through market channels of "going out" have become one of the most effective ways to deliver the Chinese culture to the world.The use of Chinese traditional culture and historical advantages,the rational use of Chinese elements,and the international consumer cultural identity,may improve the purchase possibility of consumers at home and abroad.The research on cultural identity and consumption empirical research mainly aims at the internal Chinese consumers.And it lacks the analysis of the influence mechanism of Chinese elements from the perspective of international consumers and cultural identity.At the same time,the retrieval of existing literatures at home and abroad shows that few empirical studies are carried out in the field of communication,management and marketing.The influence of cultural identity of Chinese elements on international consumption intention is not analyzed from the perspective of design application.This study provides support for modern design and application development of Chinese elements through empirical research on the international cultural identity and consumption intention of "Chinese elements" in modern design.This study reviews the literature on the concepts and research status of Chinese elements,cultural identity and consumption intention.The study learn from "Chinese elements" of modern design,the relationship between the use of cultural identity and their willingness to spend,and build the model.The study verifies the model through the questionnaire survey,and analysis in the modern design of the use of "Chinese elements".The study found that consumers at home and abroad have differences in the cultural identity dimension,consumer value perception and consumer belief perception of "Chinese elements" in modern design.Chinese elements visible symbol of cultural identity can stimulate international consumers to produce more emotional value perception and creative belief awareness,attitude and positive influence on purchase behavior,willingness to spend.In addition,consumer ethnocentrism has a moderating effect on both domestic and foreign consumers’ purchasing decisions.As a cross subject of empirical research,this study learned from social psychology,economic management,and based on the academic achievements from the perspective of international consumers,the introduction of the concept of cultural identity,and cultural identity of Chinese elements and international consumer intention.By comparing the theoretical model of consumers at home and abroad,the study put forward advices on the design and application about the Chinese elements in design development strategy,guiding policy and propulsion mechanism.The study hopes to provide theoretical supports and reference datum for modern design.