老字号品牌产品的文化混搭方式对消费者购买意愿的影响研究OA

How time-honored brands can leverage cultural blending strategies to innovate and launch new products that attract consumers,thereby prompting them to develop a willingness to purchase,has become an urgent issue for these brands to address.Combined with the brand ambidexterity theory and the Stimulus-Organism-Response(SOR)theoretical model,the experimental method was employed to explore the impact mechanism of different cultural blending approaches(integrative and transplanted)of time-honored brand products on consumer purchase intentions.The results indicate that the approach of cultural blending affects consumers' willingness to purchase.Compared to the integrative blending,the transplanted blending is more effective in promoting consumers' willingness to purchase;the cultural blending approach influences purchase intention through perceived brand innovativeness and perceived brand heritage,meaning that the cultural blending approach can stimulate perceptions of brand innovativeness and brand heritage,thereby further promoting the generation of consumers' willingness to purchase;nostalgia tendency negatively moderates the mediating effect of perceived brand innovativeness and perceived brand heritage.Specifically,the lower the nostalgia tendency,the stronger the mediating effect of perceived brand innovativeness and perceived brand heritage,and conversely,the higher the nostalgia tendency,the weaker the mediating effect of the two.Based on the research conclusions,management implications were proposed,hoping to provide useful references for the adoption of cultural blending strategies by time-honored brands.