近年来新兴国家品牌如何走向全球化成为需要探究的重要问题。我国老字号 品牌具有品牌遗产，但却难以在国内外市场上获得青睐。如何激活老字号品牌成 为我国学者的热点话题。反观国际市场随着我国在国际社会上的软实力不断增强， 中国文化元素已经被越来越多的全球品牌所运用，面对文化元素消费者渴望体验 到具有真实性的产品。鉴于此，首先本研究整理探讨了文化认同的相关理论研究， 从情感性、行为性和认知性三个方面来对其进行考量；其次进一步深化有关品牌 遗产的相关研究，强调了我国情境下品牌遗产的五个维度即核心价值、质量承诺、 符号、寿命和历史文化；最后整理出真实性偏好的相关概念。本研究基于中国情 境下，创新性引入文化认同作为前置因素，建立起以文化认同、品牌遗产以及消 费者购买行为三个相关因素关系路径的研究框架，并引入真实性偏好到框架中探 讨其是否具有调节效应。选取具有文化遗产实物的老字号故宫博物院产品品牌作 为研究对象。本研究采用混合研究法分为两个阶段：研究第一阶段进行故宫品牌 单案例探讨；研究第二阶段通过开发各个因素符合我国国情的量表，进行调查统 计随后进行实证分析，最终得出结论如下。 第一， 文化认同可以直接促进消费者购买行为决策并起到正向作用。 第二， 品牌遗产与消费者购买决策之间有着积极的作用。其中品牌遗产中 核心价值、历史文化和质量承诺对消费者的购买决策行为具有正向作用。特别地， 由于故宫品牌可以被视为历史的集合体以及经常被消费者视为中华文化的象征， 因此本身就是一种标识，从而符号和寿命对消费者购买决策没有显著的正、负向 影响。 第三， 品牌遗产在文化认同与消费者购买行为决策的路径关系中起到了部 分中介的作用。 第四， 真实性偏好分别对文化认同、品牌遗产与消费者购买意愿的关系中 起到一定地正向调节作用；在文化认同与品牌遗产的关系中没有起到调节效应。 关键词：文化认同，品牌遗产，消费者购买意愿，真实性偏好 III ABSTRACT In recent years, international research emerging country brands have gradually increased. How emerging countries' brands go global has become an important issue to explore. Chinese's Time-honored Brand has an innate cultural heritage and brand heritage, but it is difficult to gain favor in domestic and foreign markets. How to activate the Chinese Time-honored Brands has become a hot topic for Chinese scholars. In contrast to the international market, as China's soft power in the international community continues to increase, Chinese cultural elements have been used by more and more global brands. In the face of cultural elements, consumers are eager to experience authentic products. In view of this, firstly, this study collates and discusses the relevant theoretical research of cultural identity, considering it from three aspects: emotional, behavioral and cognitive; Secondly, this study further deepens the relevant research on brand heritage, emphasizing the five dimensions of brand heritage in the situation in China’s situation, which are core value, quality commitment, symbol, longevity and historical culture; Finally, this study sorts out the related concepts of authenticity preferences. This study uses a mixed research method which is divided into two stages: the first stage is to conduct a case study of the Forbidden City brand list; in the second stage, this study develops a scale of various factors that meet the national conditions of China, conducts surveys and collects data. The conclusions are as follows. First, cultural identity can directly promote consumer purchasing behavior decisions and play a positive role. Second, there is a positive role between brand heritage and consumer buying decisions. Among them, the core value, historical culture and quality commitment in the brand heritage have positive effects on consumers' purchasing decision-making behavior. In particular, because the Forbidden City brand can be regarded as a collection of history and a regular consumer as a symbol of Chinese culture, it is itself a sign, so that symbols and longevity have no significant positive or negative impact on consumer purchasing decisions. Third, brand heritage plays a part in mediating the relationship between cultural identity and consumer purchasing behavior decision-making. IV Fourth, the authenticity preference plays a role in regulating the relationship between cultural identity, brand heritage and consumer purchase intention; It has no regulatory effect in the relationship between cultural identity and brand heritage. KEY WORDS：Cultural identity, Brand heritage, Consumer purchase intention, Preference for authenticity 第1章 绪论 V 目录 摘要 ............................................................................................................................... I ABSTRACT ............................................................................................................... III 第1章 绪论 ................................................................................................................. 1 1.1 研究背景.......................................................................................................... 1 1.2 研究意义.......................................................................................................... 3 1.2.1 理论意义................................................................................................ 3 1.2.2 现实意义................................................................................................ 3 1.3 研究内容与研究方法...................................................................................... 4 1.3.1 研究内容与技术路线............................................................................ 4 1.3.2 研究方法................................................................................................ 5 1.3.3 研究创新点............................................................................................ 7 第2章 文献综述 ......................................................................................................... 9 2.1 文化认同的相关研究...................................................................................... 9 2.1.1 文化认同................................................................................................ 9 2.1.2 认同与消费者行为.............................................................................. 11 2.1.3 文化认同的测量.................................................................................. 12 2.2品牌遗产的相关研究..................................................................................... 13 2.2.1品牌遗产............................................................................................... 13 2.2.2 品牌遗产的维度.................................................................................. 15 2.3 真实性偏好的相关研究................................................................................ 16 第3章 研究模型与假设 ........................................................................................... 19 3.1 研究模型........................................................................................................ 19 3.2 文化认同与消费者购买意愿........................................................................ 19 3.3 文化认同与品牌遗产.................................................................................... 21 3.4 品牌遗产与消费者购买意愿........................................................................ 23 3.5 真实性偏好的调节作用................................................................................ 24 第4章 研究方法 ....................................................................................................... 27 4.1 研究设计........................................................................................................ 27 4.1.1 案例背景.............................................................................................. 27 4.1.2 研究阶段.............................................................................................. 28 天津大学硕士学位论文 VI 4.2 量表选取........................................................................................................ 29 4.2.1 文化认同的量表.................................................................................. 29 4.2.2 品牌遗产的量表