非遗手工丝织品信号线索对消费者购买意愿影响研究OA

In the context of booming global cultural consumption,revitalizing the market value of intangible cultural heritage(ICH)products has become an important issue in the transformation of the cultural industry.As a representative category of Chinese ICH,handcrafted silk weaving embodies exquisite craftsmanship and rich cultural symbolism.However,due to consumers'limited understanding of such cultural products,the design of marketing signals becomes crucial in shaping purchase intentions.Guided by signaling theory,this study systematically investigates how two types of signals—indicative cues(functional∕product-based)and symbolic cues(cultural∕identity-based)—affect consumer purchase intentions.The study further introduces perceived uniqueness as a mediating variable and social media intensity as a moderator,constructing a complete psychological pathway model from signal type to purchase intention by perceived uniqueness. Three progressive experiments were conducted.Experiment 1(N=127)adopted a single-factor between-subjects design and confirmed that symbolic cues significantly enhanced purchase intention more than indicative cues.Experiment 2(N=133)tested the mediating role of perceived uniqueness,finding that symbolic cues triggered a stronger sense of product uniqueness,which in turn increased purchase intention.Experiment 3(N=152)employed a 2×2 between-subjects design to explore the moderating effect of social media intensity.Results showed that individuals with high social media engagement were more responsive to symbolic cues,perceived greater uniqueness,and exhibited stronger purchase intentions,validating the amplification role of social media environments in signal decoding. This study contributes theoretically by expanding the application of signaling theory into the cultural product consumption domain and highlighting symbolic information as a key psychological driver.It also incorporates the digital media context into consumer behavior frameworks.Practically,the findings suggest that ICH brands should:emphasize cultural narratives and emotional symbolism;construct uniqueness through product storytelling and design;and leverage social media platforms to enhance consumers'cultural identification and symbolic consumption motives.Future research may explore cross-cultural differences,individual cultural values,and the effects of multimodal content delivery on signal reception and consumer decision-making.