Research on the Influence of Social Identity on China-Chic Brand Purchase Intention

DOI

10.2991/978-94-6463-752-6_30How to use a DOI?

Keywords

Social identity; Perceived value; Purchase intention; China-Chic brand

Abstract

This paper examines how social identity influences the purchase intention of China-Chic consumers, focusing on the mediating role of perceived value. Using SPSS26.0 for analysis, findings show that social identity and positive perceived value significantly enhance purchase intention for China-Chic brands. A strong social identity positively affects both the functional and affective aspects of perceived value, which mediates the relationship between social identity and purchase intention.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wanqi Li
AU  - Xiang Xiao
PY  - 2025
DA  - 2025/06/07
TI  - Research on the Influence of Social Identity on China-Chic Brand Purchase Intention
BT  - Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
PB  - Atlantis Press
SP  - 284
EP  - 292
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-752-6_30
DO  - 10.2991/978-94-6463-752-6_30
ID  - Li2025
ER  -