非遗产品文化认同的影响因素研究

Study on Influence Factors of Cultural Identity of Intangible Cultural Heritage Products

情感消费时代,消费者文化认同对非遗产品的选择具有重要影响。文章根据现有文献,结合非遗产品的特性,认为影响非遗产品文化认同的具体因素可以从个人特质、产品属性、社会情境三方面加以考虑。个人特质包含怀旧倾向变量,产品属性包含产品个性、产品声誉、产品原真性三个变量,社会情境包含参照群体影响、媒介影响两个变量。AMOS22.0的路径分析结果表明:除媒介影响外,其余五个变量均有助于提升消费者对非遗产品的文化认同。最后,文章提出将非遗产品文化认同影响因素应用于营销实践的若干建议。

In the age of emotional consumption, consumers’ cultural identity will be crucial for the choices of intangible cultural heritage products. According to the existing literatures and characteristics of intangible cultural heritage products, the specific factors affecting cultural identity of intangible cultural heritage products can be generalized into personal traits, product awareness and social situation. Personal traits include the variable of nostalgia propensity. Product awareness includes the variables of product personality, product reputation and product authenticity. Social situation includes the variables of reference group influence and media influence. Path analysis with AMOS22.0 shows that except for the influence of media, the other five variables contribute to consumers’ cultural identity of intangible cultural heritage products. Finally, the paper also puts forward some suggestions on applying the influence factors of cultural identity of intangible cultural heritage products to marketing.