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Abstract
This article aims to explore the effect of fashion products perception with Chinese elements (FPP) on consumers’ purchasing intention (PI). It also intends to verify the mediating effects of cultural awareness (CA), cultural identity (CI), and conspicuous consumption (CC), as well as the moderating effects of face consciousness (FC). Following the empirical research methodology, a survey questionnaire with seven variables was constructed. A total of 390 participants were randomly selected using the simple random sampling method for hypothesis testing. The results indicate that CA and CI play a fully mediating role, while CC plays a partially mediating role. In addition, FC demonstrates a significant moderating effect in the model. The originality of this article lies in exploring the psychological mechanism of purchase intention of fashion products with Chinese elements from two perspectives: positive enhancement and negative weakening, resulting in the chain mediating variables of cultural identity and cultural vigilance.
Published Version
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