基于结构方程模型的非遗旅游纪念品购买意愿影响机制研究

On influencing mechanism of purchase intention of intangible cultural heritage souvenir based on SEM

以皮影戏世界级非物质文化遗产纪念品为例,基于结构方程模型建构,结合非物质文化遗产(非遗)旅游纪念品特殊性,以消费者参与、消费者知识、感知质量和感知价值为前因变量,探讨消费者形成非遗旅游纪念品购买意愿的复杂传导机制.利用SPSS 21.0与AMOS 24.0对模型数据进行信度和效度分析、CFA分析与结构方程分析.结果表明,消费者参与显著正向影响消费者知识;消费者知识显著正向影响感知质量;消费者参与、消费者知识和感知质量显著正向影响感知价值;消费者参与、消费者知识和感知价值显著正向影响购买意愿;感知质量对购买意愿影响不显著;在消费者参与和购买意愿关系中,消费者知识、感知价值起到中介作用,且消费者知识—感知价值、消费者知识—感知质量—感知价值还起到了链式中介作用.

This paper took shadow,a world-grade intangible cultural heritage as an example,based on the construction of structural equation model(SEM)and the souvenir's characteristic,taking customer participation,customer knowledge,customer perceived quality and customer perceived value as the antecedents to explore the impact mechanism of the tourists'purchase intention of the intangible cultural heritage souvenir.SPSS 21.0 and AMOS 24.0 are used to analyze the reliability and validity of the model,as well as CFA and multiple mediating effects.The results show that customer participation has a positive and significant effect on customer knowledge,customer knowledge has a positive and significant effect on customer perceived quality,customer participation,customer knowledge and customer perceived quality have positive and significant effect on customer perceived value,customer participation,customer knowledge and customer perceived value have positive and significant effect on customer purchase intention,customer perceived quality has not a positive and significant effect on purchase intention.The mediating effects of customer knowledge and customer perceived value are significant,and the chain mediating effect of customer knowledge-customer perceived value,customer knowledge-customer perceived quality-customer perceived value is also significant.