丝绸2026，Vol.63Issue(8)：31-40,10.DOI:10.3969/j.issn.1001-7003.2026.08.004
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
How do China-chic apparel brands interact with consumers?Development and empirical testing of a scale for values interaction
摘要
Abstract
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.关键词
国潮品牌/产品国潮/价值观国潮/价值观互动/价值观共鸣/价值观践行/量表开发Key words
China-chic brands/product-based China-chic/values-based China-chic/values interaction/values resonance/value enactment/scale development分类
管理科学引用本文复制引用
李震,赵丽萍..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[J].丝绸,2026,63(8):31-40,10.基金项目
国家社会科学基金一般项目(22BGL297) （22BGL297）
莆田学院引进人才科研启动项目(2020008) （2020008）
莆田学院教育教学改革研究项目(JG202447) （JG202447）
