The Effect Of The Cultural Attributes Of The Old-Fashioned Clothing Brand On Consumers’ Willingness To Purchase

With the development of our economy and the enhancement of cultural soft power,more and more consumers in the world appreciate and identify with Chinese culture,and cultural characteristics become the key to enhance the competitiveness of our country.The old brand has a profound cultural heritage,its products and skills have been inherited for a hundred years,however,under the double blow of the new brands at home and abroad,the old brand is difficult,so it has attracted the attention of the government,and it is also an opportunity for the development of the clothing industry.China’s clothing industry has always used for reference foreign excellent brands,lack of original design,and the old brand clothing brands are original,but failed to keep up with the international popularity.So in this paper,the clothing products of the old name are used in this paper.Brand as the starting point,explore the impact of cultural attributes on consumers’ willingness to buy,so as to make the old brand of clothing better combined with the trend.In this study,the cultural attribute of the old clothing brand is taken as the explanatory variable,the customer perceived value is taken as the intermediary variable,and the consumer purchase intention is used as the explained variable to establish a theoretical model.By combing the scholars’ literature on old brand,brand culture,customer perceived value,consumer purchase intention and so on,the material cultural attribute,spiritual cultural attribute and behavioral cultural attribute of cultural attribute are determined.The perceived value of customer can be divided into functional value,emotional value and social value according to the scholar’s research.S-O-R model is used tobuild the relationship among cultural attributes,customer perceived value and consumer purchase intention.With the help of consumer interview and online evaluation of the flagship store of the old clothing brand,this study designs the scale.264 questionnaires are collected from the questionnaire star and analyzed by SPSS19.0.It is concluded that: 1)the cultural attributes of the old clothing brand have an impact on consumers’ purchase intention,among which the spiritual and cultural attributes have the greatest influence.However,the influence of material cultural attribute and behavioral cultural attribute can not be ignored.2)customer perceived value plays an intermediary role in the influence of cultural attribute on purchase intention.3)Cultural attribute is positively correlated with the purchase intention of old clothing brand consumers.Through the conclusion,this paper provides the design strategy for the old brand of clothing,applies the cultural characteristics of the old brand to the product design and marketing concept of the brand,helps the old brand clothing enterprises accurately grasp the needs,motivation and perceived value of consumers,and formulate targeted and operational countermeasures.