The Influence Of Integration Degree Of Ancient And Modern Cultural Mixing On Consumers’ Purchase Intention Of Time-Honored Brands

Culture is the soul of a country and a nation.General Secretary Xi Jinping pointed out in the 20 th National Congress of the Communist Party of China that "Promoting cultural self-confidence and self-improvement and building a new glory of socialist culture." As a cultural treasure left in the hundreds of years of business competition in my country,China time-honored brands need to adapt through modern transformation to adapt to adaptation increasing market competition.With the popularity of cultural mixing products,the old-fashioned brands in my country have adopted the method of mixing and matching ancient and modern culture,and using the mix and matching of traditional cultural elements and modern cultural elements to create a younger brand image.The integration degree of cultural mixing affects consumers’ evaluation of cultural mixed products to a certain extent.Based on this,this article takes the old-fashioned brand as the research object to explore the impact of the integration of ancient and modern cultural integration on consumer purchase intention,as well as the mechanism of perceived innovation and openness to experience.By sorting out the existing literature,this article draws on the mature list in the academic community for questionnaire design.This article recovers 277 effective questionnaires,and uses SPSS25.0 to analyze data to verify the direct impact of ancient and modern cultural integration on consumers’ willingness to purchase.At the same time,inspecting consumers’ perception of innovative intermediary effects and open-experience open effects.In the end,the research conclusions have the following points:(1)Integration degree of cultural mixing has a significant positive impact on consumer purchase intention.(2)Perceived innovation plays an intermediary role between integration degree of cultural mixing and consumer purchase intention,which is,the higher the cultural integration,the higher the perceived innovation of consumers,which makes it more purchase intention.(3)Openness to experience plays a regulating role between integration degree of cultural mixing on the purchase intention,that is,the higher the level of openness to experience,the stronger the positive impact of cultural integration on the positive impact of buying.(4)Openness to experience plays a regulatory role between integration degree of cultural mixing and perceived innovation,that is,the higher the level of experience of consumer experience,the stronger the impact of cultural integration on perception innovation.This article is expected to provide a reference significance for the innovation strategy of China time-honored brand to carry out cultural mixing product.First,China time-honored brands should take the "ancient" as the root,select the representative,harmonious and unified modern cultural elements to integrate to increase the integration of cultural integration and increase consumers’ willingness to buy.Second,pay attention to consumers’ perception and innovation and experience in marketing strategies,fully insight into the preferences of consumer groups,carry out marketing strategies in a targeted manner,promote the old brand brands Modernization.