基于贝叶斯网络的景德镇陶瓷文创产品游客购买意愿影响因素研究

Influencing Factors of Visitors Purchase Intention of Ceramic Cultural and Creative Products of Jingdezhen Based on Bayesian Network

通过游客问卷调查获取数据,采用贝叶斯网络分析景德镇陶瓷文创产品游客购买意愿的影响因素,主要结论如下:大部分被调查游客愿意购买陶瓷文创产品,产品因素对购买意愿的影响程度最大;游客年龄是影响购买意愿的最主要因素,收入水平也有重要影响;当游客购买意愿高发生的概率为100%时,产品因素和消费情境因素对购买意愿有至关重要的影响。陶瓷文创产品的设计应考虑到审美和实用的双重需求,针对新生代群体强化文创产品的“独特性”与产品内容的“趣味性”,还需要从服务态度、商品陈列以及购物环境等方面刺激游客的积极情绪,以提升游客的购买意愿。

By using the Bayesian network,the influencing factors of visitors purchase intention of ceramic cultural and creative from products multiple dimensions were analyzed with the data obtained through the visitor questionnaire.The results are as follows.Most of visitors are willing to buy ceramic cultural and creative products,and product factors have the greatest impact on purchase intention.The age of visitors is the most important factor affecting purchase intention,and income level also has an important impact.When the probability of high purchase intention is set to 100%,product factors and consumption context factors have a crucial impact on purchase intention.The design of ceramic cultural and creative products should take into account the dual needs of aesthetics and practicality.In order to enhance the purchase intention of visitors.Designers should strengthen the“uniqueness”of cultural and creative products and the“interest”of product content for the new generation of groups.Operators need to stimulate the positive emotions of visitors from the aspects of service attitude,commodity display and shopping environment,so as to enhance the purchase intention of visitors.