摘要
目的分析博物馆文化创意产品感知价值对用户满意度及购买意向的影响。方法基于理性行为理论与满意度理论,提出博物馆文化创意产品购买意向影响因子模型与假设,通过问卷调查法收集博物馆文化创意产品消费者感知价值数据,经SPSS多元层次回归模型,对假设模型进行实证分析。结果得出消费者购买行为意向主要受到用户满意度与感知购买成本的影响,而满意度则主要受到感知文化性的影响。结论在博物馆文化创意产品开发过程中,设计师可以通过提高新产品文化创意元素的表现力,来提高消费者满意度,进而间接影响消费者的消费意向;通过丰富产品分级价格,改善消费者对文创产品购买成本价值感知,进而提高博物馆文化创意产品对消费群体的价格应变能力,影响消费者的消费意向,最终改善博物馆文化创意产品的销售现状。
The work aims to analyze the effect of perceived value of museum cultural and creative products on the satisfaction and purchase intention of customers. Based on the theories of reasoned action and satisfaction, the influencing factor model and assumptions of purchase intention on the museum cultural and creative products were proposed. The perceived value data of customer for the museum cultural and creative products were collected through questionnaire survey. The hypothetical model was demonstrated and analyzed by SPSS multiple hierarchical regression model. As a result, customers＇ purchase intention was mainly influenced by customer satisfaction and perceived purchase cost, while the satisfaction was mainly affected by the perceived culture. In the process of developing the museum cultural and creative products, the designer can improve the customer satisfaction by enhancing the expressive force of the cultural creative elements of new products, thus indirectly influencing the consumers＇ purchase intention; and improve customers＇ perception on the purchase cost value of the cultural and creative products by enriching the graded price of the products, thereby strengthening the price resilience of museum cultural and creative products for different customers, affecting the customers＇ purchase intention and finally improving the sale situation of the museum cultural and creative products.
作者
虢美妮
GUO Mei-ni(Department of the Ideological and Political Theory,Xi＇an Physical Education University,Xi＇an 710068,China)
出处
《包装工程》
CAS
北大核心
2018年第16期223-227,共5页
Packaging Engineering
基金
西安体育学院课题"文化视阈下民间体育的传承与创新发展研究"(2016ZD004)
陕西省创新能力支撑计划项目"陕西文化创意产业创新升级政策研究"(2018KRM149)
关键词
博物馆文化创意产品
理性行为
感知价值
满意度
消费意向
museum cultural and creative products
rational behavior
perceived values
satisfaction
purchase intention
