Abstract
With the development of China’s economy, the Chinese collection market is also gradually developing and adults are paying more attention for the well-being of their children. The aim of this article is to examine the needs of consumers to buy collectibles and explore their purchase motivation concerns about the well-being of the offspring as well as its effects on consumer behavior. The study is confined to the consumers who collect calligraphy and painting. In this study we have introduced the theory of Agentic Generativity and examined the mediating role of personal heritage value and consumer knowledge while applying regression analysis and Bootstrap Mediation Effect Test to analyze the generation degree of the collectors ’consumers and consumers’ attitudes. The results of the study indicates that consumer agentic generativity has positive impact on consumer attitudes through personal heritage value and the consumer knowledge. Although our results proved the complete mediating role of personal heritage value and consumer knowledge however, the consumer knowledge has higher mediating effect than the personal heritage value.
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Acknowledgements
This study has been fully supported by the National Social Science Fund (No. 12AZD018).
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Yang, Y., Chen, F., Luo, D., Shafi, M. (2019). The Mediating Effect of Personal Heritage Value and Consumer Knowledge on Agentic Generativity and Purchase Attitude of Collectible Consumers. In: Xu, J., Cooke, F., Gen, M., Ahmed, S. (eds) Proceedings of the Twelfth International Conference on Management Science and Engineering Management. ICMSEM 2018. Lecture Notes on Multidisciplinary Industrial Engineering. Springer, Cham. https://doi.org/10.1007/978-3-319-93351-1_69
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DOI: https://doi.org/10.1007/978-3-319-93351-1_69
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