准社会关系视域下意见领袖特性对汉服消费者购买意愿的影响研究
A Study on the Impact of Key Opinion Leader Characteristics on the Purchase Intention of Hanfu Consumers from the Perspective of Parasocial Relationships
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汉服, 泛指明代以前, 在自然的文化发展和民族交融过程中形成的汉族 服饰。随着汉服文化逐渐融入主流文化, 汉服产业正在快速发展。然而, 市场规模扩大的进程并不顺利, 反映出汉服行业消费理论的缺失, 未能有 效引导汉服消费者的需求。做为一种特殊的衣着形式, 汉服是中华民族历 史文化的象征符号, 汉服消费者对于汉服文化的认同感很强, 其购买意愿 容易受到汉服文化圈中意见领袖的影响。本文以意见领袖的特性为自变量, 以准社会关系为中介变量, 并考虑先验知识和理想化认同为调节变量, 探 讨了汉服消费者购买意愿的影响机制。研究结果表明, 消费者与意见领袖 形成的准社会关系对购买意愿有显著影响, 且消费者对意见领袖的认同程 度越高, 其影响力越大。此外, 意见领袖的真实性对准社会关系的形成起 到积极的支持作用, 而消费者对汉服文化知识水平的高低也会正向调节意 见领袖特征与准社会关系之间的关系。基于研究结果, 本文提出两步走的 营销战略。首先, 以意见领袖的真实性作为营销定位, 建立意见领袖与消 费者的准社会关系。第二步, 提高消费者对意见领袖的理想化认同程度。 同时, 本文的研究成果也为国外文化企业, 特别是韩国文化企业制定进入 中国市场的策略提供有益的启示。
Abstract
Hanfu, broadly referring to the clothing of the Han ethnic group formed before the Ming Dynasty, has been an integral part of the natural cultural development and ethnic integration in China. With the gradual integration of Hanfu culture into mainstream culture, the Hanfu industry is experiencing rapid development. However, the challenges in expanding the market size indicate a lack of consumer theories within the Hanfu industry, which have failed to effectively guide the demands of Hanfu consumers. As a distinctive form of attire, Hanfu symbolizes the historical and cultural identity of the Chinese nation. Consumers of Hanfu exhibit a strong sense of identification with Hanfu culture, and their purchasing intentions are easily influenced by key opinion leaders within the Hanfu cultural circle. This study, with the characteristics of key opinion leaders as independent variables, parasocial relationships as mediating variables, and considering prior knowledge and wishful identification as moderating variables, explores the influencing mechanism of Hanfu consumers’ purchasing intentions. The research results indicate that the parasocial relationships formed between consumers and key opinion leaders significantly impact purchasing intentions, and the higher the degree of consumer wishful identification with key opinion leaders, the greater the influence. Furthermore, the authenticity of key opinion leaders positively supports the formation of parasocial relationships, and the level of consumer knowledge about Hanfu culture also positively moderates the relationship between key opinion leader characteristics and parasocial relationships. Based on these research findings, this paper proposes a two-step marketing strategy. Firstly, positioning based on the authenticity of key opinion leaders to establish parasocial relationships between key opinion leaders and consumers. Secondly, enhancing consumers’ wishful identification with key opinion leaders. Additionally, the results of this study offer valuable insights for foreign cultural enterprises, particularly those from South Korea, in formulating strategies for entering the Chinese market.
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