消费者生活方式对中国传统服饰文化认同的影响研究

为了探讨消费者生活方式与传统服饰文化在风格感知、自豪情感和意向行为间的影响关系,基于生活方式量表和传统服饰文化认同量表,提出了生活方式对中国传统服饰文化认同影响的研究模型。通过问卷调查,采用AMOS21.0和SPSS20.0对模型进行了验证,通过回归分析方法,进一步研究生活方式对文化认同各个因子的影响。研究结果表明:消费者生活方式对中国传统服饰文化认同有显著影响,追求时尚和偏爱传统的生活方式因子对传统服饰文化的意向行为影响显著,家庭事业、偏爱传统和价格敏感的生活方式因子对传统服饰文化的自豪情感影响显著,家庭事业、追求时尚和偏爱传统的生活方式因子对传统服饰文化的风格感知影响显著。不同类型的消费者对传统服饰文化认同有显著差异,重视传统的精英型对传统服饰文化认同度最高,缺乏兴趣的中庸型认同度最低。研究结果可供中式服装品牌和企业制定营销策略参考。

Influence of consumer lifestyle on cultural identity of traditional Chinese costume

In order to explore the influence of lifestyle on style perception,pride recognition and etiquette consumption of traditional Chinese costume culture,a model of influence of lifestyle on the cultural identity of traditional Chinese costumes was built based on the cultural identity scale of traditional Chinese costume and the lifestyle scale.Sample data were collected through questionnaire survey,AMOS21.0 and SPSS20.0 software were used to verify the model.The method of regression analysis was adopted to explore the impact of the lifestyle on each factor of cultural identity.The results showed that the lifestyle had significant influence on the cultural identity scale of traditional Chinese costume.The factors of fashion and traditional cultural preference have significant impacts on the etiquette consumption of traditional Chinese costume culture.The factors of family&career,traditional cultural preference and price sensitivity have significant impacts on the pride recognition of traditional Chinese costume culture.The factors of family&career,fashion and traditional cultural preference have significant influence on the style perception of traditional Chinese costume culture.There exist distinct differences in the cultural identity of traditional Chinese costume among different types of consumers.Among the four types,the elite consumers with preference for traditions show high degree of traditional Chinese costume culture.The lack-of-interest mean consumers show the lowest level of cultural identity to traditional Chinese costumes.The results can provide references for the making of marketing strategies to relevant companies.