A Study On The Influence Of Cultural Identity On College Students' Purchase Intention Of Cellphone

With the deepening of the research on cultural identity,scholars have analyzed the special effects of cultural identity on people's psychology and behavior from various angles.Marketing theory has already stated that culture is the most basic determinant of human desire and behavior.At present,the research on cultural identity mainly depends on its connotation,nature,function and function,formation mechanism and so on,as well as its cultural transmission,economy The impact of education to start,and the exploration of consumer behavior is still very scarce,especially in the smart phone this creative commodity-based research is very lacking.On the basis of consulting a large number of related literature at home and abroad,this paper takes culture and consumer psychology as the starting point,Cultural identity and purchase intention of the relationship between the empirical study.First of all,this paper summarizes the relevant theories and models of cultural identity and purchase intention by reading the relevant literature.Then,according to the related research results and the actual definition of the relevant variables,this paper draws out the cultural identity Three dimensions: cognitive cultural identity,emotional cultural identity and evaluation of cultural identity.And constructs the research model of purchase intention with cultural identity as the independent variable,behavior attitude and subjective norm as the mediator variable,and puts forward the research hypothesis according to the research model.Then,according to the maturity scale of domestic and foreign scholars related research,the formation of this research questionnaire,and determine the issue of the object.Then,the reliability and validity of the questionnaire were determined by reliability analysis and validity analysis,and the hypothesis was verified by correlation analysis and regression analysis.The results show that: cognitive cultural identity,emotional cultural identity,evaluation of cultural identity are on the purchase intention and behavioral attitudes,subjective norms have a significant positive impact.There are two innovations in this research: the first is to establish a hypothesis system based on the hypothesis system and independent variables based on the TRA model directly to the dependent variable.The two sets of hypothesis systems can independently verify the hypothesis.The hypothesis system can be verified between each other,and the applicability of TRA model to the study is tested.Secondly,the research object is limited to two research objects with specific characteristics of mobile phone and college students and the value of the guidance for the reality is more clear.