Research on the Influence of Social Identity on China-Chic Brand Purchase Intention

Wanqi Li () and Xiang Xiao ()
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Wanqi Li: Hunan Normal University, Business School
Xiang Xiao: Hunan Normal University, Business School

A chapter in Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025), 2025, pp 284-292 from Springer

Abstract: Abstract This paper examines how social identity influences the purchase intention of China-Chic consumers, focusing on the mediating role of perceived value. Using SPSS26.0 for analysis, findings show that social identity and positive perceived value significantly enhance purchase intention for China-Chic brands. A strong social identity positively affects both the functional and affective aspects of perceived value, which mediates the relationship between social identity and purchase intention.

Keywords: Social identity; Perceived value; Purchase intention; China-Chic brand (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-752-6_30

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DOI: 10.2991/978-94-6463-752-6_30

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