国潮服装品牌属性对消费者购买意愿的影响研究OA

The integration of"China-chic"cultural symbols has emerged as a pivotal direction for value reshaping and strategic transformation within the Chinese clothing industry.While these brands actively utilize"China-chic"cultural symbols to foster cultural resonance,many remain confined to"niche"markets.Existing literature often focuses on surface-level visual design,leaving a theoretical gap regarding how core brand attributes internalize into deep-seated consumer psychological drivers.Grounded in the stimulus-organism-response(SOR)framework and consumption identity theory,this study aims to explore the mechanisms by which socio-cultural and uniqueness attributes of China-chic clothing brands drive purchase intentions through dual identification processes. This study adopts a hybrid methodological framework combining"net effect"testing with"configurational path"analysis.First,a moderated mediation model was constructed involving socio-cultural attributes,brand uniqueness,social identity,self-identity,identity fusion,and the need for uniqueness.Data were collected via an online survey of 232 consumers with experience purchasing China-chic clothing.Structural equation modeling(SEM)and the SPSS PROCESS macro were utilized to verify linear causalities and moderated mediation effects.Subsequently,fuzzy-set qualitative comparative analysis(fsQCA)was employed to identify non-asymmetric antecedent configurations leading to high purchase intentions. The SEM analysis indicates that the direct effect of socio-cultural attributes on purchase intentions is not significant,but its indirect effect through social identity is approved.Brand uniqueness exerts both a direct positive influence on purchase intentions and an indirect influence through the mediation of self-identity.Furthermore,consumer identity fusion significantly moderates the social identity pathway,while the individual's need for uniqueness strengthens the self-identity pathway.The fsQCA results complement these findings by revealing four distinct configurations categorized into two primary modes:"characteristic-driven"(focusing on uniqueness and self-identity for consumers with low identity fusion)and"cultural-identification-driven"(focusing on socio-cultural attributes and social identity for consumers with high identity fusion). This study concludes that there is no single optimal path to driving China-chic clothing consumption;rather,high purchase intention results from the synergy between brand attributes and specific consumer psychological traits.This study provides an innovative explanation of the differentiated mechanisms by which China-chic apparel brand attributes enhance consumer purchase intentions.Methodologically,the integration of SEM and fsQCA offers a comprehensive"symmetric and asymmetric"perspective,revealing how brands can overcome"symbolic stacking"to achieve deep value resonance.Practically,brands should adopt differentiated strategies:"design-driven"niche strategies for consumers seeking uniqueness,and"cultural-depth"community strategies for those with high national identity fusion.Future efforts should transition from"cultural labeling"to internalizing"uniqueness"as a core brand gene.Future research could further expand the dimensions of brand attributes through qualitative methods like text mining of consumer reviews to enhance the model's robustness.