重庆文理学院学报（社会科学版）2026，Vol.45Issue(1)：55-71,17.DOI:10.19493/j.cnki.issn1673-8004.2026.01.005
老字号品牌产品的文化混搭方式对消费者购买意愿的影响研究
Research on the Impact of Cultural Blending Methods of Time-honored Brand Products on Consumers' Purchase Intention
刘军跃 1金鑫 1谢林知 2李军锋 1谢豪达1
作者信息
- 1. 重庆理工大学管理学院,重庆 巴南 400054
- 2. 西南财经大学工商管理学院,四川成都 611130
- 折叠
摘要
Abstract
How time-honored brands can leverage cultural blending strategies to innovate and launch new products that attract consumers,thereby prompting them to develop a willingness to purchase,has become an urgent issue for these brands to address.Combined with the brand ambidexterity theory and the Stimulus-Organism-Response(SOR)theoretical model,the experimental method was employed to explore the impact mechanism of different cultural blending approaches(integrative and transplanted)of time-honored brand products on consumer purchase intentions.The results indicate that the approach of cultural blending affects consumers' willingness to purchase.Compared to the integrative blending,the transplanted blending is more effective in promoting consumers' willingness to purchase;the cultural blending approach influences purchase intention through perceived brand innovativeness and perceived brand heritage,meaning that the cultural blending approach can stimulate perceptions of brand innovativeness and brand heritage,thereby further promoting the generation of consumers' willingness to purchase;nostalgia tendency negatively moderates the mediating effect of perceived brand innovativeness and perceived brand heritage.Specifically,the lower the nostalgia tendency,the stronger the mediating effect of perceived brand innovativeness and perceived brand heritage,and conversely,the higher the nostalgia tendency,the weaker the mediating effect of the two.Based on the research conclusions,management implications were proposed,hoping to provide useful references for the adoption of cultural blending strategies by time-honored brands.关键词
老字号品牌产品/文化混搭/品牌创新性感知/品牌传承性感知/怀旧倾向Key words
time-honored brand products/cultural blending/brand innovative sensory perception/brand heritage sensory perception/nostalgia tendency分类
管理科学引用本文复制引用
刘军跃,金鑫,谢林知,李军锋,谢豪达..老字号品牌产品的文化混搭方式对消费者购买意愿的影响研究[J].重庆文理学院学报（社会科学版）,2026,45(1):55-71,17.
