双路径视角下国潮品牌购买意愿影响因素研究

打开文本图片集

中图分类号：F723.5 文献标志码：A 文章编号：1674-2346（2025）04-0013-10

Abstract：Underthenewconsumptionpattern，inordertoexploreteinteralmechanismofdomestictrendclothingconsumption， thisstudy，basedontheElaborationLikelioodModel（ELM），takesthesensoryqualityelementsofdomestictrendclothingas thecentralrouteandtheculturaltndencyastheperipheralroute.Byintroducingcoolperceptionandconsumptionidentification asmediatingvariables，atheoreticalmodelinfluencingthepurchaseintentionofdomestictrendclothingisconstructed.Survey datafromGenerationZconsumers iscollectedandempirically testedusingstructuralequationmodeling.Theresearchresults indicatethatthesensoryqualityelementsofdomestictrendclothingproductssignificantlyandpositivelyinfluencecoolperception andconsumptionidentificationthroughthecentralroute，whiledomestic trendculturalidentitysignificantlyandpositivelyinfluences coolperceptionandconsumptionidentificationthroughthe peripheralroute.Bothcoolperceptionandconsumptionidentificationsignificantlyandpositivelyinfluencepurchaseintentionandtheymediatetheinfluenceofproductsensoryqualityanddo mestictrendculturalidentityonpurchase intention.Theresearchfindingsenrichtheimpactmechanismofdomestic trendclothing consumptionandprovidecertaintheoreticalguidanceandpracticalimplicationsfordomestictrendclothingmarketingpractices.

Keywords：ElaborationLikelioodModel（ELM）;productsensoryqualty;oolperception;consumptionidentification;urcase intention

0 引言

近年来，“国潮”风日益兴起，“国潮”代表了一个经济文化现象，体现了中国消费者对蕴含中国元素的本土品牌的认可度。（剩余11885字）