家纺品牌文化与消费行为互动关系模式研究

Research on the interactive model of culture and consumption behavior of home textile brand

家纺品牌文化是品牌人格化的一种文化现象，家纺品牌文化对目标消费群体的消费行为具有深刻的影响。首先界定了家纺品牌文化的构成要素，在此基础上，探讨家纺品牌文化对目标群体购买消费行为的影响，最后构建了家纺品牌文化对消费决策行为的作用方式及互动关系模式。研究结果可为家纺企业塑造品牌文化、建立产品壁垒及提升目标消费群体品牌忠诚度提供参考借鉴。

Brand culture is a brand of cultural phenomenon. Home textile brand culture has a profound impact on the purchase behavior. Firstly, the elements of the culture of home textile brand are defined, and then the influence of the textile brand culture on the purchasing behavior of the target consumer groups is analyzed. Finally, the mode of interaction and the interactive mode of the textile brand＇ s culture decision-making behavior are constructed. The results can provide references for home textile enterprises＇ shaping brand culture, establishing product barriers and enhancing the target consumer groups brand loyalty.