journal article
Nov 08, 2024
Empirical study of Neo-Chinese fashion consumer behaviour from the perspectives of cultural identity and emotional self-regulation mechanism
Abstract
PurposeThe purpose of this paper is to explore the influential mechanism of consumer behaviour and identity towards Neo-Chinese fashion from the perspectives of cultural identity and emotional self-regulation mechanism.Design/methodology/approachThrough empirical methods such as questionnaire surveys and regression analysis, nine hypotheses were proposed and tested based on 253 valid samples.FindingsThe results indicate that perceived value has a significant positive impact on pride emotion, anxiety emotion and cultural identity, respectively. Cultural pride (anxiety) emotion also has a significant positive (negative) impact on identity. The study also finds that anxiety emotion plays a significant mediating effect in the relationship between perceived value and cultural identity, which of country-of-origin plays a significant negative moderating role.Originality/valueThis paper reveals the psychological mechanisms and implementation paths through which fashion consumption and Neo-Chinese design drive cultural identity. It provides a theoretical basis for optimizing and innovating strategies to guide the evolution of Neo-Chinese cultural identity in the new context.
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Metrics
8
Citations
44
References
Details
- Published
- Nov 08, 2024
- Vol/Issue
- 37(6)
- Pages
- 1591-1607
- License
- View
Authors
Cite This Article
Hu Meng, Xinran Xu, Tianyue Tian (2024). Empirical study of Neo-Chinese fashion consumer behaviour from the perspectives of cultural identity and emotional self-regulation mechanism. Asia Pacific Journal of Marketing and Logistics, 37(6), 1591-1607. https://doi.org/10.1108/apjml-07-2024-1004
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