文章摘要
消费者非遗产品购买意愿影响因素及作用机制实证研究
Understanding Consumer Purchasing Behavior Regarding Intangible Cultural Heritage Products
投稿时间:2017-03-10  最后修改时间:2017-03-10
DOI:
中文关键词: 文化认同  消费者知识  感知稀缺  非遗产品  消费者购买意愿
英文关键词: cultural  identity, consumer  knowledge, perceived  scarcity, ICH  products, purchase  intention
基金项目:国家社科基金重点项目:加快我国从商品出口大国迈向流通企业“走出去”强国战略转变及实现路径研究,批准号:16AJY017
作者单位E-mail
高凌 对外经济贸易大学国际经济贸易学院 gaoling85@hotmail.com 
张梦霞 对外经济贸易大学国际经济贸易学院 zhangmengxia@uibe.edu.cn 
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中文摘要:
      内容:本研究首次尝试性探究影响消费者非物质文化遗产产品(非遗产品)购买的前因,通过理论分析建构了文化认同与非遗产品购买意愿作用机制模型,利用实验的研究方法检验了消费者知识对文化认同与产品购买意愿关系的调节作用,并验证了感知稀缺的中介效应。研究还首次提出了“非遗产品效应”,阐明了消费者对非遗产品的消费与对工业产品的消费存在着不同的消费心理和决策机制。本文研究不仅补充和拓展了消费行为研究,也为本土产品和非遗领域的研究提供了新的研究视角,研究结论促进市场实践者理解非遗产品和传统手工技艺产品的消费心理机制,并最终有助于非遗产品和手工行业的传承和发展。
英文摘要:
      This research made the first theoretical effort to investigate the antecedents of purchase behavior concerning intangible cultural heritage products (ICH products). The study employs experimental methods to examine the moderation effect of consumer knowledge on the relationship between cultural identity and purchase intention of ICH products as well as the mediation effect of perceived scarcity. The research initially raised “ICH product effect”, and the results show that the psychological decision-making mechanisms of ICH products and industrial products are different. The results add new knowledge to the literature of consumer behavior, intangible cultural heritage research, and traditional-craft industries. The findings help enhance the practitioners’ ability to improve target consumer’s purchase behavior of ICH products and traditional-craft products, and thus ultimately help the heritage and development of intangible cultural heritage and traditional labor industries.
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