黄益军;吕庆华;林剑;

• 1:泉州师范学院侨乡区域发展研究中心
• 2:莆田学院商学院

摘要(Abstract)：

信息社会下，媒介对消费者非遗产品的选择具有关键影响。选择非遗产品消费者为研究对象，构建并检验了“媒介影响—文化认同—非遗产品购买意愿”的理论模型，研究发现：媒介对文化认同、文化认同对购买意愿均有显著正向影响，而媒介对购买意愿的影响则不显著；文化认同在媒介影响购买意愿中起完全中介作用；产品涉入度的调节效应分析显示产品涉入度越高，媒介对文化认同、文化认同对购买意愿的影响越大且越显著。基于此文章还分析讨论了上述相关结论对非遗传承人和企业的管理启示。

关键词(KeyWords)： 媒介;文化认同;购买意愿;非遗产品

Abstract:

Keywords:

基金项目(Foundation): 福建省科技厅创新战略研究计划项目“数字创意产业创新生态系统构建研究”(2021R0120);; 泉州市社会科学规划重点项目“数字经济背景下泉州非遗产业数字化转型机理和路径研究”(2021C01)

作者(Authors): 黄益军;吕庆华;林剑;

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