二次元联名汉服的符号价值结构及购买意愿影响因素研究——以“十三余”品牌为例
Research on the Symbolic Value Structure of ACGN Collaborative Hanfu Collaborations and Factors Influencing Purchase Intentions—A Case Study of Brand “Shisanyu”

在汉服产业发展与二次元经济崛起的背景下，品牌联名成为汉服企业破圈的重要策略，十三余以丰富的二次元联名实践成为行业标杆。在符号价值视角下，本研究以十三余品牌为案例，将符号价值分为身份价值、情绪价值、形象价值和文化价值四个维度。通过深度访谈厘清了各维度的子变量，包括社交工具、身份象征、情绪调节、自我表达、形象塑造、形象需求、文化认同和群体认知。并基于SOR理论构建“符号价值–顾客灵感–购买意愿”模型，以顾客灵感为中介变量，联合匹配性为调节变量。研究通过文献分析法梳理理论基础，结合深度访谈与扎根理论提炼变量，设计问卷并经预调研修订后开展正式调研，运用SPSS与AMOS对391份有效样本进行数据分析。结果表明，1) 符号价值四维度均对购买意愿与顾客灵感产生显著正向影响，文化价值对顾客灵感的激发作用最突出；2) 顾客灵感在符号价值与购买意愿间起中介作用；3) 联合匹配性正向调节“符号价值–顾客灵感”路径。本研究运用符号价值与顾客灵感等理论探究二次元联名汉服的购买意愿影响因素，为汉服品牌联名实践提供了有针对性的策略建议。
Against the backdrop of the development of the Hanfu industry and the rise of the ANGC economy, brand collaboration has become key strategies for Hanfu enterprises to break through their boundaries. With its extensive practice of ACGN brand collaborations, Shisanyu has become an industry benchmark. From the perspective of symbolic value, this study uses the brand Shisanyu as a case study, categorizing symbolic value into four dimensions: identity value, emotional value, image value, and cultural value. Through in-depth interviews, the sub-variables of each dimension are clarified, including social tools, identity symbols, emotional regulation, self-expression, image shaping, image demand, cultural identity, and group cognition. It constructs a “symbolic value-customer inspiration-purchase intention” model based on SOR theory, with customer inspiration as the mediating variable and brand matching and product matching dimensions of compatibility as moderating variables. The research first systematizes theoretical foundations through literature analysis, combines in-depth interviews with grounded theory to identify variables, designs a questionnaire that underwent revision through pre-testing, and conducts formal research. Data analysis is performed using SPSS and AMOS on 391 valid samples. Results indicate: 1) All four dimensions of symbolic value significantly and positively influence purchase intention and customer inspiration, with cultural value demonstrating the strongest stimulation effect on customer inspiration; 2) Customer inspiration mediates the relationship between symbolic value and purchase intention; 3) Joint matching positively moderates the “symbolic value-customer inspiration” pathway. This study employs theories, including symbolic value and customer inspiration, to explore the factors influencing purchase intent for anime-themed collaborative Hanfu designs, providing targeted strategic recommendations for Hanfu