摘要
国潮品牌是优秀传统文化的传承者,优秀传统文化转化与创新对国潮品牌消费起到重要作用。借鉴消费行为“刺激-机体-反应”的S-O-R理论提出了优秀传统文化转化与创新对国潮品牌消费影响的理论模型,通过对福建泉州国潮品牌消费者的调查,运用结构方程进行假设检验。研究结果表明国潮品牌对优秀传统文化转化创新的四个维度(国潮文创产品、国潮品牌文化形象、国潮品牌数字文创技术、优秀传统文化转化与创新传播)对国潮品牌认同有显著影响,国潮品牌认同在优秀传统文化转化与创新及国潮品牌消费中起到部分中介作用。这一结论为国潮品牌提升优秀传统文化转化与创新水平以促进国潮品牌消费提供了理论指导。
Guochao brand is the inheritor of excellent traditional culture,and Guochao brand plays an important role in the transformation and innovation of excellent traditional culture in Guochao brand consumption.Based on the S-O-R theory,this paper proposes a theoretical model of the impact of the transformation and innovation of excellent traditional culture on Guochao brand consumption.Through the survey of Guochao brand consumers in Quanzhou,Fujian,this paper uses structural equation to test hypotheses.The research results show that the four dimensions of Guochao brand on the transformation and innovation of excellent traditional culture(Guochao cultural and creative products,Guochao brand cultural image,Guochao brand digital cultural and creative technology,transformation and innovation communication of excellent traditional culture)have a significant impact on Guochao brand identity,and Guochao brand identity plays a partial intermediary role in the transformation and innovation of excellent traditional culture and Guochao brand consumption.This conclusion provides theoretical guidance for Guochao brand to improve the transformation and innovation level of excellent traditional culture to promote Guochao brand consumption.
作者
巫月娥
WU Yuee(Business School,Minnan Normal University,Fujian 363000,China)
基金
福建省高校以马克思主义为指导的哲学社会科学学科基础理论研究项目(JSZM2021050)。
关键词
优秀传统文化
创造性转化、创新性发展
国潮品牌消费
excellent traditional culture
creative transformation and innovative development
Guochao brand consumption
作者简介
巫月娥(1981-),女,福建漳州人,闽南师范大学商学院副教授,研究方向为文化与品牌管理。
