汉服品牌资产对消费者购买意愿的影响

Impact of Hanfu Brand Equity on Consumer Purchase Intention

为探究汉服品牌资产与消费者购买意愿的影响关系,基于品牌资产和消费者感知价值相关理论,构建“汉服品牌资产—消费者感知价值—消费者购买意愿”的理论模型,利用SPSS与AMOS软件对样本数据进行检验与分析。结果表明,品牌认知度和品牌忠诚度对消费者感知价值有显著影响;品牌认知度和品牌忠诚度对消费者购买意愿有显著影响;情感价值在品牌认知度、品牌忠诚度对消费者购买意愿影响的过程中起中介作用;功能价值在品牌忠诚度对消费者购买意愿影响的过程中起中介作用。研究结果可为汉服品牌资产的提升提供依据。

In order to investigate the relationship between Hanfu brand equity and consumer purchase intention,a theoretical model of“Hanfu brand equity-consumer perceived value-consumer purchase intention”was constructed based on the theory of brand equity and consumer perceived value,while the sample data was verified and analyzed with SPSS and AMOS software.The results show that the brand consciousness and the brand loyalty have remarkable influence on the perception of the consumer,brand awareness and brand loyalty have a significant impact on consumers′purchasing will,emotional value plays a partly intermediary role in the process of brand awareness and brand loyalty on consumers′willingness to buy,while functional value plays a part of intermediary role in the process of brand loyalty.It can provide a basis for the enhancement of brand equity of Hanfu.