How Does China-chic Design Conquer Chinese Consumers?¨C A Study on Brand Loyalty Influencing Factors Based on The Palace Museum's Cultural and Creative Products ¨C

China-chic design, as an emerging design concept that integrates traditional culture with modern aesthetics, has flourished in recent years. Among numerous successful cases, the cultural and creative products of the Palace Museum are particularly noteworthy. China-chic consumption has become a cultural consciousness and aesthetic pursuit of Chinese consumers in the new era, which is significant for grasping consumption trends, promoting the development of national brands, and inheriting and promoting excellent traditional culture.
Existing research has discussed the China-chic consumption phenomenon, but there is a lack of systematic examination of how cultural identity influences China-chic brand loyalty in the context of China-chic design, the mediating role of perceived value, and the moderating effect of product involvement. This study takes the Palace Museum's cultural and creative products as an example to construct a multi-dimensional influence mechanism model including cultural identity, perceived value, brand loyalty, and product involvement. The results show that cultural identity influences brand loyalty through the mediating effect of perceived value, with the three dimensions of perceived value playing differentiated mediating effects. Product involvement has a negative moderating effect on the relationship between cultural identity and perceived value, but its impact on the path to brand loyalty is not significant. This finding enriches the research on the influence mechanism of China-chic consumption behavior, breaks through the traditional cognition of the moderating effect of involvement, and highlights the unique psychological mechanism of China-chic consumption, namely that cultural identity plays a more critical role in the formation of consumer attitudes and behaviors compared to product attributes. This study not only provides path guidance for the design and marketing practices of China-chic brands but also offers a new theoretical perspective for exploring the psychology of cultural product consumption and the inheritance and innovation of traditional culture.