Research On The Influence Of China-Chic Cultural Identity On The Brand Loyalty Of Domestic Sports Shoes And Clothing Of Generation Z College Students

Promoting the high-quality development of sports industry is the only way for the construction of sports power.It is a task that must be solved for the high-quality development of sports industry to build Chinese athletic shoe wear brand and to promote the brand value of domestic athletic shoe wear.At present,Chinese athletic shoe clothing manufacturing enterprises are in a critical period of transition from lowend manufacturing industry to high-end independent brand development.Under the environment of fierce competition from foreign brands,how to realize domestic athletic shoe clothing brands based on the characteristics of the local market has become the focus of academic and industry attention.Generation Z college students are currently the main force in the consumption of sports shoes clothing.It is of great significance for the development of domestic sports shoes clothing brand to grasp the consumption characteristics of generation Z college students and carry out targeted marketing.In order to explore the influence of the national tide cultural identity on the brand loyalty of the Generation Z college students and its mechanism,this study takes the SO-R theory,cultural identity theory and involvement theory as the theoretical basis,with the national tide cultural identity as the independent variable,the domestic athletic shoe brand as the dependent variable,the perceived value as the mediating variable,and the product involvement as the adjusting variable.The research hypothesis of the relationship between variables is constructed.Using the Guo-chao Cultural Identity Scale,Perceived Value Scale,Product Involvement Scale and Brand Loyalty Scale as survey tools,957 Generation Z college students were taken as samples,and mathematical statistical methods such as multiple linear regression and Bootstrap method were used to test the relationship between variables,so as to verify the relevant research hypotheses.The results show that:(1)There is a significant positive correlation between Guochao cultural identity,perceived value,product involvement and brand loyalty.(2)Guochao cultural identity is significantly correlated with brand loyalty,and Guochao cultural identity has a positive impact on brand loyalty.According to the theory of cultural identity,the Generation Z college students who identify with the national tide culture attach great importance to the cultural value in the cultural identity of the Italian national tide brand consumers.Through the form of consumption behavior and emotional connection,they express their loyalty to domestic sports shoes and clothing brands,so as to consolidate their cultural identity and help the development of cultural groups.(3)Perceived value plays a partial mediating role in the positive prediction relationship between Guochao cultural identity and domestic sports shoes brand,among which perceived functional value,perceived social value and perceived economic value all play a partial mediating role in the positive relationship between the two.According to S-O-R theory,the positive feeling of national tide cultural identity,which originates from internal motivation,can stimulate consumers’ emotional and cognitive responses to national brands,stimulate consumers’ reactions to perceived value,and thus promote their loyalty to domestic sports shoe brands.(4)Product involvement negatively moderates the positive predictive relationship between national tide cultural identity and brand loyalty.Guocho cultural identity can arouse consumers’ positive social emotions and attitudes towards domestic sports shoes and clothing brands.High product involvement has higher information processing motivation,which will weaken consumers’ positive emotions under Guocho cultural identity.Low product involvement creates opportunities for positive emotions under the national tide cultural identity.Therefore,for those with high product involvement,national tide cultural identity of those with low product involvement has a greater impact on the brand loyalty of domestic sports shoes.This study confirms that Guochao cultural identity can significantly affect the loyalty of domestic sports shoes and clothing brands of Generation Z college students,and its mechanism includes: Guochao cultural identity can directly affect the loyalty of domestic shoes and clothing brands,but also indirectly affect the loyalty of domestic shoes and clothing brands through affecting perceived value;The influence of Guochao cultural identity on brand loyalty is regulated by product involvement.Based on this,this study puts forward the following suggestions for the brand management of domestic sports shoes:(1)pay attention to the culture identity psychology of Generation Z college students,and design sports shoes with the culture of national tide;(2)Enrich the cultural value connotation of the products and drive consumers’ perception of brand value;(3)Build the brand Guochao cultural community to stabilize brand loyalty consumers.