数字藏品文化认同对消费者购买意愿的影响研究——感知价值的中介作用

Research on the Impact of Cultural Identity of Digital Collections on Consumers'Purchase Intention--The Mediating Role of Perceived Value

数字藏品是数字科技与文化领域的融合创新,数字藏品天然具有的文化属性吸引了消费者,对消费者的购买意愿产生一定影响。通过对数字藏品、文化认同和感知价值的相关文献分析,基于SOR模型和感知价值理论提出了相应的研究假设和构建了模型,采用问卷调查法收集数据,通过统计软件SPSS27.0分析了数字藏品文化认同四个维度对消费者购买意愿的具体影响,并验证了感知价值的中介作用。研究结果表明:文化认同的四个维度都对数字藏品消费者的购买意愿产生了正向的影响,其中产品认知的影响作用最大,检验了感知价值在数字藏品文化认同和消费者购买意愿影响之间的中介作用,最终从提高消费者文化认同和提升消费者感知价值角度提出数字藏品设计和营销的建议。

Digital collection is the integration and innovation of digital technology and culture.Its natural cultural attributes attract consumers and have a certain impact on consumers'purchase intention.This paper analyzes the literature on digital collections,cultural identity and perceived values.The research hypothesis and model are proposed based on SOR model and perceived value theory.The data were collected by questionnaire.The specific effects were analyzed by statistical software SPSS27.0.The mediating effect of perceived value has been verified.Product perception has the greatest impact on purchase intention.The mediating effect of perceived value between cultural identity of digital collections and consumer purchase intention was tested.Finally,the design and marketing of digital collections are proposed based on enhancing cultural identity and perceived value.