工匠精神对中国传统手工技艺非遗产品购买意愿的影响研究

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洁 梁
圣龙 韩

摘要

本研究在中国文化情景下基于计划行为理论和心理所有权理论,探讨了工匠精神对产品购买意愿的影响及其内在机制,建立了传统技艺非遗产品工匠精神、顾客心理所有权、原真性以及购买意愿关系的理论模型,并运用 Mplus 8.3 软件对此进行实证分析。研究结果表明,工匠精神正向影响顾客的购买意愿;工匠精神通过顾客心理所有权来影响购买意愿,顾客心理所有权在工匠精神和购买意愿中起到中介作用;原真性正向调节工匠精神通过顾客心理所有权影响购买意愿的间接效应。研究细化了工匠精神对顾客购买意向影响的作用路径,丰富了传统手工技艺非遗产品工匠精神与购买意愿关系的理论成果,为传统手工技艺非遗产品在保护传承发展中寻求创新策略提供了重要的指导意义,还为提升传统手工技艺非遗产品的竞争力,提升企业绩效和市场营销提供了新的思路和方法。

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