The impact of Guochao brand cultural connotation on consumer purchase intention : a study from the perspective of cultural confidence

Abstract

With the rise of China-Chic culture, cultural confidence has become a key driver of consumer purchase intentions toward the cultural connotation of Guochao brands. While existing studies focus on phenomenological analyses, the underlying mechanisms, particularly the factors shaping consumers cultural interest, remain underexplored. This study, grounded in the Stimulus-Organism-Response (S-O-R) model, introduces perceived cultural value as a mediating variable and cultural confidence as a moderating variable within a conceptual framework. Empirical analysis validates preliminary conclusions, while critical reflections highlight study limitations and unresolved issues. The findings offer new theoretical insights into consumer behavior and provide a strategic foundation for the development of Guochao brands