基于SOR理论的新中式服装消费者购买意愿影响机制研究

Study on the Influence Mechanism of Consumers’ Purchase Intention of New Chinese-Style Clothing Based on the S-O-R Theory

摘要: 在文化自信与时尚融合的背景下，新中式服装逐渐成为消费市场与学术研究的热点。基于S-O-R理论，本文构建了“多元刺激–双认知中介–购买意愿”模型，通过问卷形式收集数据，并运用结构方程模型(SEM)和SERVQUAL方法进行实证分析。结果表明：文化认同、营销强度、产品感质与服务质量均对情感认知和价值认知产生显著正向影响，其中服务质量作用最强；价值认知对购买意愿的影响高于情感认知，呈现出“价值主导、情感协同”的双重驱动机制。本研究丰富了新中式服装购买意愿的理论框架，为品牌精准定位消费需求、优化设计与营销策略提供了实证依据。

Abstract: Amid the growing integration of cultural confidence and contemporary fashion, New Chinese-style clothing has gradually become a focal topic in both consumer markets and academic research. Based on the Stimulus-Organism-Response (S-O-R) theory, this study constructs a “multi-stimulus - dual cognition - purchase intention” model. Data were collected through questionnaires and empirically analyzed using Structural Equation Modeling (SEM) and the SERVQUAL method. The results show that cultural identity, marketing intensity, product quality perception, and service quality all exert significant positive effects on both emotional and value cognition, with service quality having the strongest influence. Furthermore, value cognition has a stronger impact on purchase intention than emotional cognition, indicating a dual-driven mechanism of “value dominance and emotional synergy”. This study enriches the theoretical framework of purchase intention for New Chinese-style clothing and provides empirical evidence for brands to accurately target consumer demand and optimize design and marketing strategies.