服装国潮品牌如何进行互动?价值观互动的量表开发和实证检验OA

The core driving force behind contemporary China-chic consumption has shifted from superficial visual and cultural symbols on products to the spiritual essence and value propositions embodied by brands.Consumers'focus on"China-chic"has moved from material and emotional dimensions(product-based China-chic)to the spiritual dimension(value-based China-chic).Accordingly,this study proposes a novel concept,"values interaction,"which specifically refers to the process of social exchange,sharing,collision,and negotiation among individuals or groups regarding values at the personal,social,and national levels.Using a combination of qualitative and quantitative methods,this study defines the concept of values interaction,explores its dimensions,and develops a measurement scale. Study 1 centered on the theme"How do China-chic apparel brands engage in interaction?"Semi-structured interviews were conducted with 25 participants,and textual data,comprising 3 980 online comments(from Douyin and Zhihu)and 120 228 words of interview transcripts,were then subjected to inductive thematic analysis.Specifically,personal-level interaction(both intrinsic and extrinsic)constitutes the cornerstone,addressing the individual's internal self and external ties;social-level interaction constitutes the extension,engaging with social innovation and societal welfare;national-level interaction constitutes the culmination,concerning the cultural lineage and political identity of the nation as a collective.The three levels permeate and synergize with one another,collectively forming the complete system of values interaction. In Study 2,a values interaction scale was developed.First,a"theory-driven-expert revision-consumer calibration"procedure was employed to generate scale items,resulting in 18 items for the values interaction scale.In the first wave of data collection,329 valid questionnaires were obtained for exploratory factor analysis(EFA);in the second wave,303 valid questionnaires were collected for confirmatory factor analysis(CFA).Empirical results demonstrated that all 18 items exhibited satisfactory reliability and validity,providing a reliable instrument for measuring value-based interaction between consumers and brands. This study advances interaction theory by expanding its hierarchical levels and typological categories,and puts forward a theoretical framework of values interaction.Specifically,the model illustrates how values social construction(i.e.,values interaction)influences the process of values enactment through values resonance.This study also provides practical implications for how China-chic apparel brands can leverage interaction to achieve rapid growth.