Analysing the Influence of Brand Elements on Purchase Behaviour Among Chinese Youth: A Case Study of Forbidden City Cultural Creative Products

Engineering notes

Key topics: autonomous driving. See the paper for implementation details and experimental results.

Chinese explanation / 中文解读

中文解读待补充：本站会优先为端到端自动驾驶、BEV感知、3D目标检测、轨迹预测、路径规划、LiDAR感知等高价值论文补充中文说明。

Original abstract

This research aims to investigate the influence of key brand elements, including brand identity, brand storytelling, product aesthetics, brand symbolism, and brand name and reputation, on the purchase behaviour of young Chinese consumers, with a focus on Forbidden City cultural creative products. It also examines the mediating effect of emotional attachment to provide a more integrated explanation of consumer brand relations in cultural branding. Data were obtained from 354 respondents in Beijing using a standardized survey adapted from established studies. Descriptive statistics were generated in SPSS, while the hypothesized relationships were tested using Partial Least Squares Structural Equation Modelling in SmartPLS. The measurement model was assessed through indicator loadings, internal consistency, convergent validity, and discriminant validity, and the structural model was evaluated through bootstrapped path estimates for direct and indirect effects. The findings show that all five brand elements exert significant positive effects on purchase behaviour. Emotional attachment also mediates each of these relationships, showing that affective responses are an important mechanism through which culturally embedded brand cues shape consumer action. The results support the Stimulus Organism Response model by demonstrating that brand stimuli activate emotional attachment, which in turn influences purchase behaviour. This paper contributes to the literature by advancing a cultural branding explanation of Chinese youth consumption behaviour and by offering managerial implications for museums and cultural organizations seeking to design emotionally resonant heritage-based products.

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