乡村旅游者旅游商品品牌感知对其购买意愿的影响研究

A Study on the Impact of Rural Tourists’ Brand Perception of Tourism Commodities on Their Purchase Intention

摘要: 本研究以乡村旅游者为对象，探讨旅游商品品牌感知对购买意愿的影响机制，并引入文化认同与价格敏感度构建“品牌感知–文化认同–购买意愿”模型。基于S-O-R理论，采用问卷调查法收集有效样本272份，运用SPSS与PROCESS宏进行实证分析。结果表明：1) 品牌感知对购买意愿具有显著正向影响，通过强化游客对商品差异化与可信度的认知，促进消费决策；2) 文化认同在品牌感知与购买意愿之间发挥中介作用，品牌感知可通过增强游客对乡村文化的情感依附与价值认同间接提升购买意向；3) 价格敏感度对直接路径无显著调节作用，但对中介路径具有负向调节效应，高价格敏感度削弱品牌文化价值的感知与传导。本研究揭示了文化认同在乡村旅游消费中的心理机制，丰富了品牌感知理论在乡村语境下的应用，为乡村旅游商品及其品牌打造提供了实践启示。

Abstract: This study investigates the influence mechanism of brand perception on rural tourists’ purchase intention and introduces cultural identity and price sensitivity to construct a “brand perception-cultural identity-purchase intention” model. Based on the S-O-R theory, a questionnaire survey was conducted, yielding 272 valid samples. Empirical analyses were performed using SPSS and the PROCESS macro. The results show that: 1) brand perception has a significant positive effect on purchase intention by enhancing tourists’ recognition of product differentiation and credibility, thereby promoting purchasing decisions; 2) cultural identity mediates the relationship between brand perception and purchase intention, indicating that brand perception indirectly strengthens purchase intention through fostering tourists’ emotional attachment to and value identification with rural culture; and 3) price sensitivity does not significantly moderate the direct relationship but exerts a negative moderating effect on the mediating path, high price sensitivity weakens the perception and transmission of brand cultural value. This study reveals the psychological mechanism of cultural identity in rural tourism consumption, enriches the application of brand perception theory in rural contexts, and provides practical insights for the branding and development of rural tourism products.