The Impact of “China-fashion” Products on Cultural Identity and Purchase Intention of High School Students

Chengdu No.7 Middle School Wanda School, 610000 Sichuan, China

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Abstract

Because the high school students of Generation Z are at the key stage of value building, their consumption selections can not only show aesthetic preferences but moreover they exert influence upon the constructing process of cultural identification that is related to Chinese culture. This phenomenon has marked the readjustment of the position of China’s young people on their cultural recognition under the background of globalization. The rising of China-origin fashion brands offers a special research angle for the investigation of the cultural identification of Chinese youth groups. Therefore, this research commences at adolescent self-identity and consume ideas, thus probing into the ways that China-style fashion brands exert influence upon the culture recognition of Chinese young boys and girls, and hence how to push forward the creative transformation and innovative development of China’s excellent traditional culture through the phenomenon of China-fashion. This study has discussed the affecting principle of China-style goods toward high school pupils’ culture identification by way of literature combing and research planning methods. Through the utilization of questionnaire investigation, this paper inspects the correlation between the contact with China-style goods and cultural identity from three aspects: consumption contact, cognition contact, and mass media exposure.