基于中国元素品牌情结的文娱消费网购意愿实施路径分析本研究依据技术创新扩散理论，基于中国元素品牌情结，选用 Cronbachα系数和 Kendall 和谐系数对评价信度进行了估计，同时运用 SPSS 统计软件的因子载荷量分析、 信度、效度分析和皮尔逊积差的相关分析的方法，分别从技术创新扩散的特点和技术创新 扩散的环境两个层面分析文娱消费网购意愿实施路径的关键影响因素，并对文娱消费网购 意愿实施路径进行探究，运用实证分析方法进一步阐明了基于中国元素品牌情结的文娱消 费网购意愿实施与关键影响因素之间的关系，拓展对文娱消费网购意愿实施的问题的研究 领域，具有积极的学术意义。同时本研究有助于网购热潮下互联网网商行业进行文娱消费 营销策略的制定，对互联网网商，尤其是中国品牌在激烈的、以消费者为导向的市场环境 中的内部调整和外部推广具有价值的引导作用。
关键词：中国元素；品牌情节；技术创新扩散；文娱消费
Analysis on the path of net purchase intention based on brand
complex of Chinese elements brand
Abstract： On the basis of the theory of innovation diffusion, China complex elements of brand based on the Cronbach coefficient and Kendall coefficient of concordance to evaluate the evaluation reliability at the same time, with the analysis of the reliability of the survey, statistical software SPSS, validity analysis, factor analysis and correlation analysis of the load; the difference with Pearson, are the key factors of constructing model the consumer online shopping entertainment consumption willingness to implement path from two aspects of innovation diffusion characteristics and innovation diffusion environment, the implementation path of the entertainment consumers' online shopping intention research, further clarify the relationship between the factors of online shopping and entertainment consumption willingness to implement key elements of brand Chinese complex based on the impact of the use of empirical analysis, expand the research field of entertainment consumer online shopping intention problem, which has a positive academic value. At the same time, this study contributes to the online shopping boom down The industry of Internet network of consumer entertainment marketing strategy formulation, the network of Internet, especially to the Chinese brand in the fierce, consumer oriented market environment of internal adjustment and external promotion has the guiding role of the value. Keywords ： Chinese elements ；Brand scenario ； Technology innovation diffusion ； entertainment consumption
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