The Impact of Cultural Identity on Consumer Purchase Intention for Leisurewear Incorporating Dunhuang Mural Elements

As an ancient cultural element, Dunhuang murals have strong historical and cultural inheritance significance. This study explores the impact of cultural identity on consumers' purchase intention, which has certain theoretical significance and practical value. Theoretically, this research advances the assumptions of the Theory of Planned Behavior (TPB) by integrating cultural identity into the model. Based on the existing literature on ancient culture and cultural identity, this study proposes a new research framework to empirically test the relationship between ancient cultural symbols, cultural identity, emotional value, and consumer purchase intention. By analyzing the collected data through structural equation modeling (SEM), the study draws the following conclusions: First, ancient cultural symbols significantly enhance an individual’s sense of cultural identity and emotional value perception, thereby significantly affecting their purchase intention. Second, ancient cultural symbols impact consumers' purchase intention directly and indirectly through cultural identity and emotional value. Cultural identity also impacts consumers' purchase intention directly and indirectly through emotional value. Finally, ancient cultural symbols have a significant positive impact on purchase intention through the chain mediation effect of cultural identity and emotional value. In summary, ancient cultural symbols not only directly enhance cultural identity, emotional value, and purchase intention, but also indirectly affect purchase intention through the intermediary effects of cultural identity and emotional value. The research results provide empirical basis for the use of traditional cultural symbols in product design and marketing strategies. In particular, they provide theoretical support for the marketing strategy of Dunhuang mural casual clothing, which helps to enhance consumers' cultural identity and purchase intention.