Research on the Mechanisms of Influence in the International Communication of the Humanistic Spirit of “China's Intelligent Manufacturing”

DOI

10.2991/978-2-38476-511-9_77How to use a DOI?

Keywords

China’s intelligent manufacturing; Humanistic spirit; Brand image; Behavioral intention; International communication

Abstract

This study aims to explore the impact mechanism of the international communication of the “China's Intelligent Manufacturing” humanistic spirit (including three dimensions: craftsmanship spirit, collaborative innovation, and human-centeredness) on brand image and behavioral intention, and to verify the mediating effect of brand image between the humanistic spirit and behavioral intention, with a view to providing a theoretical basis and practical guidance for enhancing the international competitiveness of Chinese brands. The research collected survey data from 238 overseas audiences across 20 countries worldwide, and used structural equation model (SEM) to empirically test the constructed theoretical model, analyzing the influence paths among the three dimensions of humanistic spirit, brand image, and behavioral intention. The study found that craftsmanship spirit, collaborative innovation, and human-centeredness all significantly and positively influence brand image, with collaborative innovation having the most prominent impact. Brand image plays a fully mediating role between the humanistic spirit and behavioral intention, meaning the humanistic spirit mainly indirectly promotes consumers’ behavioral intentions, such as purchase and recommendation, by enhancing brand image. This indicates that integrating the humanistic spirit into international communication is a key path to enhancing the brand image of China's Intelligent Manufacturing and driving consumer behavior.

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  - Jinrong Liu
PY  - 2025
DA  - 2025/12/31
TI  - Research on the Mechanisms of Influence in the International Communication of the Humanistic Spirit of “China's Intelligent Manufacturing”
BT  - Proceedings of the 7th International Conference on Literature, Art and Human Development (ICLAHD 2025)
PB  - Atlantis Press
SP  - 665
EP  - 676
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-511-9_77
DO  - 10.2991/978-2-38476-511-9_77
ID  - Liu2025
ER  -