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伴随国潮品牌的崛起，探讨其与文化认同之间的关系已成为学界日益重视的研究课题。本文旨在深入探究国潮品牌涉入度对文化认同构建的作用机制，聚焦于18至 65 岁年龄段的广泛被试群体，综合运用问卷调查和操纵实验相结合的方法，揭示国潮品牌涉入度对文化认同的影响，以及怀旧的中介效应，并考察真实性感知（即对国潮品牌正宗性、历史悠久性、权威性等是否真实的感知）与外国文化接触在这一过程中的调节作用。

本研究包含两项实证研究。研究一采用问卷调查的方法，对来自全国不同地域的827名被试进行了调研。研究二则设计了两个并行的操纵实验A和B。研究二A以 356 名被试为样本，采用情景想象法操纵国潮品牌涉入度，并结合前后测问卷调查，探究了国潮品牌涉入度影响怀旧与文化认同的因果效应。研究二B则是采用回忆凸显法操纵国潮品牌涉入度水平，对349名被试进行了类似的操作和测试，进一步验证国潮品牌涉入度对怀旧与文化认同的因果影响。

本文通过两项实证研究，旨在考察国潮品牌涉入度对文化认同的影响及其内在机制和边界条件，并得到以下结论：

（1）国潮品牌涉入度对文化认同有显著的正向影响。

（2）怀旧在国潮品牌涉入度对文化认同的影响中起部分中介作用。

（3）真实性感知在国潮品牌涉入度到怀旧的路径中起正向调节作用，真实性感知越高，国潮品牌涉入度对怀旧的正向影响越强。

（4）真实性感知显著增强了国潮品牌涉入度通过怀旧影响文化认同的间接正向效应，即真实性感知会增强怀旧在国潮品牌涉入度对文化认同中的中介作 用。

（5）外国文化接触在怀旧到文化认同的路径中起正向调节作用，外国文化接触水平越高，怀旧对外国文化接触的正向影响越强。

（6）外国文化接触显著增强了国潮品牌涉入度通过怀旧影响文化认同的间接正向效应，即外国文化接触会增强怀旧在国潮品牌涉入度对文化认同中的中介作用。

该研究为理解国潮品牌的文化影响力提供了新的视角，并对通过国潮品牌促进文化自信与文化认同构建具有一定的实践价值。

With the rise of the China Chic brand, it has become an increasingly important research topic to explore its relationship with cultural identity. The purpose of this paper is to explore the mechanism of the influence of the brand involvement on the construction of cultural identity, to focus on the 18-65 age group, and to use the method of questionnaire and manipulation experiment, to reveal the influence of China Chic brand involvement on cultural identity and the mediating effect of nostalgia, it also examines the moderating effect of authentic perception (the perception of authenticity, long history, authority, etc.) on foreign cultural contact in this process.

This study consists of two empirical studies. In Study 1, a questionnaire survey was conducted among 827 subjects from different regions of China. In study 2, two parallel manipulation experiments A and B were designed. In study two A, a sample of 356 subjects was used to manipulate the involvement of China Chic brands by using the method of scene imagination, and a questionnaire survey was conducted to explore the causal effect of the involvement of China Chic brands on nostalgia and cultural identity. In study 2 B, 349 subjects were similarly operated and tested to manipulate the involvement level of China Chic brands by the method of memory prominence, further verify the China Chic brand involvement on nostalgia and cultural identity of the cause and effect.

Through two empirical studies, this paper aims to examine the impact of China Chic brand involvement on cultural identity and its internal mechanism and boundary conditions, and draws the following conclusions:

(1) China Chic brand involvement has a significant positive impact on cultural identity.

(2) nostalgia plays a part of mediating role in the influence of brand involvement on cultural identity.

(3) authenticity perception plays a positive role in the path from brand involvement to nostalgia. The higher authenticity perception is, the stronger the positive influence of brand involvement on nostalgia is.

(4) perception of authenticity significantly enhanced the indirect positive effect of nostalgia on cultural identity, that is, perception of authenticity enhanced the mediating effect of nostalgia on cultural identity.

(5) foreign cultural contact plays a positive regulating role in the path from nostalgia to cultural identity. The higher the level of foreign cultural contact, the stronger the positive influence of nostalgia on foreign cultural contact.

(6) foreign cultural contact significantly enhances the indirect positive effect of nostalgia on cultural identity, that is, foreign cultural contact enhances the mediating effect of nostalgia on cultural identity.

This study provides a new perspective to understand the cultural influence of China Chic brand, and has practical value in promoting cultural self-confidence and cultural identity construction through China Chic brand.