传统文化广告内容对国潮品牌消费者购买意愿的影响

Influence of traditional culture advertising content on Guochao brands consumers′purchase intention

为探究国潮品牌如何通过在社交媒体上发布传统文化广告来影响消费者购买意愿这一问题,研究依据“刺激-机体-反应”理论构建了传统文化广告内容、感知价值和国潮品牌消费者购买意愿影响之间的研究模型。通过回收241份有效问卷数据,利用逐步回归分析、Bootstrap中介效应分析等方法进行了路径验证。研究发现,“感知情感价值”和“感知认知价值”在“优质信息”“粉丝互动”和“产品互动”类传统文化广告与购买意愿之间均起部分中介效应;“感知体验价值”在“优质信息”和“粉丝互动”类传统文化广告与购买意愿之间起完全中介效应,在“产品推广”与购买意愿之间起部分中介作用。研究将为国潮品牌在未来传播与推广中,如何有效进行传统文化内容的设计与组织起到借鉴作用。

In response to the impact of traditional cultural advertising on social media by Guochao brands on consumers′purchasing intentions,a research model between the content of traditional culture advertisement,perceived value and the purchasing intention of Guochao brand consumers was constructed based on the theory of"stimulus-organism-response".The data of 241 valid questionnaires were collected,and path validation was carried out by using stepwise regression analysis and Bootstrap mediation effect analysis.Research has found that"perceived affective value"plays a partial intermediay effect between"quality information""fan interaction""product promotion"and purchase intention."Perceived cognitive value"is partial mediated between the three kinds of traditional culture advertising and purchase intention."Perceived experience value"has a complete mediating effect between"quality information"and"fan interaction"and purchase intention,and a partial mediating effect between"product promotion"and purchase intention.