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Volume 6, 2024 - Issue 3

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The Impact of Cultural Identity on Consumer Purchase Intention for Leisurewear Incorporating Dunhuang Mural Elements

by Xiaofan Suo 1,*  and  Nadia Binti Mohd Nasir 1
1
Faculty of Creative Industry and Communication, City University Malaysia
*
Author to whom correspondence should be addressed.
JASES  2024 6(3):202; https://doi.org/10.69610/j.ases.20240810
Received: 29 June 2024 / Accepted: 27 July 2024 / Published Online: 10 August 2024
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Abstract

As an ancient cultural element, Dunhuang murals have strong historical and cultural inheritance significance. This study explores the impact of cultural identity on consumers' purchase intention, which has certain theoretical significance and practical value.Based on the existing literature on ancient culture and cultural identity, this study proposes a new research framework based on the theory of planned behavior (TPB) to empirically test the relationship between ancient cultural symbols, cultural identity, emotional value and consumer purchase intention. relation. By analyzing the collected data through structural equation modeling (SEM), the study draws the following conclusions: First, ancient cultural symbols significantly enhance an individual’s sense of cultural identity and emotional value perception, thereby significantly affecting their purchase intention; second, ancient cultural symbols There is a direct or indirect positive correlation between cultural symbols and consumers' purchase intention through cultural identity and emotional value. Cultural identity also has a direct or indirect positive impact on consumers' purchase intention through emotional value; finally, ancient cultural symbols pass through The chain mediation effect of cultural identity and emotional value has a significant positive impact on purchase intention. In summary, ancient cultural symbols not only directly enhance cultural identity, emotional value and purchase intention, but also indirectly affect purchase intention through the intermediary effects of cultural identity and emotional value. The research results provide empirical basis for the use of traditional cultural symbols in product design and marketing strategies. In particular, they provide theoretical support for the marketing strategy of Dunhuang mural casual clothing, which helps to enhance consumers' cultural identity and purchase intention.

Keywords: Ancient cultural symbols; Cultural identity; Emotional value; Dunhuang murals leisurewear; Structural equation model; Purchase intention;
Copyright: © 2024 by Suo and Mohd Nasir. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) (Creative Commons Attribution 4.0 International License). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
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ACS Style
Suo, X.; Mohd Nasir, N. B. The Impact of Cultural Identity on Consumer Purchase Intention for Leisurewear Incorporating Dunhuang Mural Elements. Journal of Arts, Society, and Education Studies, 2024, 6, 202. doi:10.69610/j.ases.20240810
AMA Style
Suo X, Mohd Nasir N B. The Impact of Cultural Identity on Consumer Purchase Intention for Leisurewear Incorporating Dunhuang Mural Elements. Journal of Arts, Society, and Education Studies; 2024, 6(3):202. doi:10.69610/j.ases.20240810
Chicago/Turabian Style
Suo, Xiaofan; Mohd Nasir, Nadia B. 2024. "The Impact of Cultural Identity on Consumer Purchase Intention for Leisurewear Incorporating Dunhuang Mural Elements" Journal of Arts, Society, and Education Studies 6, no.3:202. doi:10.69610/j.ases.20240810

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