生活方式与感知价值维度对非遗旅游纪念品购买行为意向的影响——一个有调节的中介模型

Influences of lifestyle and perceived value dimensions on purchase intention for intangible cultural heritage souvenir--A moderated mediating model

通过相关理论梳理,基于结构方程模型建构,从旅游者视角出发,探讨生活方式与感知价值维度对非遗旅游纪念品购买行为意向的直接和间接影响,并将非遗保护开发态度引入研究模型,验证其调节中介作用.对500名旅游者进行问卷调查,结果表明,生活方式显著正向影响非遗旅游纪念品购买行为意向;生活方式显著正向影响功能价值、情感价值、关系支持价值和教育价值等4个感知价值维度;功能价值、情感价值、关系支持价值和教育价值等4个感知价值维度显著正向影响非遗旅游纪念品购买行为意向,即4个感知价值维度在生活方式与非遗旅游纪念品购买行为意向之间起到中介作用;非遗保护开发态度在功能价值与非遗旅游纪念品购买行为意向、关系支持价值与非遗旅游纪念品购买行为意向之间起到调节作用,且调节了功能价值、关系支持价值在生活方式与非遗旅游纪念品购买行为意向之间的中介作用.

Based on the theory research and the construction of structural equation model,the study verifies the impact of lifestyle on purchase intentions,examines the mediating role of the perceived value dimension and the moderating role of the attitude towards intangible cultural heritage protection and development.Through questionnaire survey of 500 tourists,the result shows that first lifestyle has a significant positive influence on the purchase intention for intangible cultural heritage souvenir.Second,lifestyle has a significant positive influence on functional value,emotional value,relationship support value and education value.Third,functional value,emotional value,relationship support value and educational value have significant positive influence on purchase intention,which means the four dimensions play the mediating roles between lifestyle and purchase intention.Four,the attitude towards intangible cultural heritage protection and development moderates the relationship between the functional value,relationship support value and purchase intention,and has a moderated mediation in the model.