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Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior

There has been a growing interest among scholars and practitioners in cultural empowerment due to the importance of this subject. In this study, we aim to explore the connection between traditional cultural symbols and cultural identity, further estimating how two variables stimulate consumers’ emot...

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Autores principales: Zong, Zupan, Liu, Xinyu, Gao, Huijing
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9968741/
https://www.ncbi.nlm.nih.gov/pubmed/36860780
http://dx.doi.org/10.3389/fpsyg.2023.1110191
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author Zong, Zupan
Liu, Xinyu
Gao, Huijing
author_facet Zong, Zupan
Liu, Xinyu
Gao, Huijing
author_sort Zong, Zupan
collection PubMed
description There has been a growing interest among scholars and practitioners in cultural empowerment due to the importance of this subject. In this study, we aim to explore the connection between traditional cultural symbols and cultural identity, further estimating how two variables stimulate consumers’ emotional value to generate consumers’ purchase intention. Based on existing traditional cultural literature and the theory of planned behavior (TPB), we first proposed a research framework and then empirically tested the relationship among traditional culture symbols, cultural identity, emotional value, and consumers’ purchase intention. The survey data was tested using structural equation modeling (SEM) and the following conclusions were drawn. First, the cognition of traditional cultural symbols and cultural identity has a direct and significant impact on the emotional value thereby, eliciting consumers’ purchase intention. Second, traditional cultural symbols are directly and indirectly (i.e., through emotional value or cultural identity) positively associated with consumers’ purchase intention, also cultural identity is directly and indirectly (i.e., through emotional value) associated with consumer purchase intention. Finally, emotional values mediate the indirect effect of traditional culture and cultural identity on purchase intention, and cultural identity plays a moderating role between traditional cultural symbols and consumers’ purchase intention. Our findings help to expand the existing literature on consumer purchase intentions by rationally using traditional cultural symbols in the product design and suggesting relevant marketing strategies. The research results can provide valuable inspiration for promoting the sustainable development of the national tidal market and repeating consumers’ purchasing intentions.
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spelling pubmed-99687412023-02-28 Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior Zong, Zupan Liu, Xinyu Gao, Huijing Front Psychol Psychology There has been a growing interest among scholars and practitioners in cultural empowerment due to the importance of this subject. In this study, we aim to explore the connection between traditional cultural symbols and cultural identity, further estimating how two variables stimulate consumers’ emotional value to generate consumers’ purchase intention. Based on existing traditional cultural literature and the theory of planned behavior (TPB), we first proposed a research framework and then empirically tested the relationship among traditional culture symbols, cultural identity, emotional value, and consumers’ purchase intention. The survey data was tested using structural equation modeling (SEM) and the following conclusions were drawn. First, the cognition of traditional cultural symbols and cultural identity has a direct and significant impact on the emotional value thereby, eliciting consumers’ purchase intention. Second, traditional cultural symbols are directly and indirectly (i.e., through emotional value or cultural identity) positively associated with consumers’ purchase intention, also cultural identity is directly and indirectly (i.e., through emotional value) associated with consumer purchase intention. Finally, emotional values mediate the indirect effect of traditional culture and cultural identity on purchase intention, and cultural identity plays a moderating role between traditional cultural symbols and consumers’ purchase intention. Our findings help to expand the existing literature on consumer purchase intentions by rationally using traditional cultural symbols in the product design and suggesting relevant marketing strategies. The research results can provide valuable inspiration for promoting the sustainable development of the national tidal market and repeating consumers’ purchasing intentions. Frontiers Media S.A. 2023-02-13 /pmc/articles/PMC9968741/ /pubmed/36860780 http://dx.doi.org/10.3389/fpsyg.2023.1110191 Text en Copyright © 2023 Zong, Liu and Gao. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Zong, Zupan
Liu, Xinyu
Gao, Huijing
Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior
title Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior
title_full Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior
title_fullStr Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior
title_full_unstemmed Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior
title_short Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior
title_sort exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9968741/
https://www.ncbi.nlm.nih.gov/pubmed/36860780
http://dx.doi.org/10.3389/fpsyg.2023.1110191
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