CAJ | 학술논문

文化产品的品牌属性属于消费者在购买和消费文化产品的过程中所隐含的成分，体现为产品价格、品牌个性、使用者形象等内、外在属性。消费者通常依据品牌属性来判断和评价文化产品满足自己需求的程度。进一步的实证研究证明，消费者文化产品购买意愿受品牌个性、使用者形象等品牌属性的影响较为显著，而在一定的价格范围内产品价格对消费者文化产品的购买意愿的影响并不显著。
문화산품적품패속성속우소비자재구매화소비문화산품적과정중소은함적성분，체현위산품개격、품패개성、사용자형상등내、외재속성。소비자통상의거품패속성래판단화평개문화산품만족자기수구적정도。진일보적실증연구증명，소비자문화산품구매의원수품패개성、사용자형상등품패속성적영향교위현저，이재일정적개격범위내산품개격대소비자문화산품적구매의원적영향병불현저。
The brand attributes of cultural products belong to hidden elements in the process of buying and consuming cultural products, and are embodied by both inner and outer attributes such as product price, brand character and users’ image. Consumers usu-ally depend on brand attributes to judge and assess the degree of cultural products to meet their needs. Further empirical study shows that consumers’ intention of purchasing cultural products will be evidently influenced by brand attributes such as brand character and users’ image and that within a certain price range the influence of product price on the intention is not obvious.