怀旧心理与创新意识对中国结的影响分析

Effects of Nostalgia and Innovation Awareness on Chinese Knot

从怀旧倾向及中国编结的艺术创新共同作用于消费者购买意愿的角度出发,对中国编结艺术进行了实证分析。在此基础上,以南北地域差异(上海、北京为首)为考量,对消费者进行怀旧心理与创新意识的调查。结果显示:南北方存在着显著差异;南方消费者的不安全感及中国结的色彩创新在购买意愿上占了很大的额度,北方消费者的孤独感及中国结的应用范围在购买意愿上占了很大的额度。根据消费者购买意愿的调查分析及南北地域差异性,提出对策:针对南方中国结市场,应设计不安全感的广告理念,以及加强中国编结的色彩创新;针对北方中国结市场,应设计孤独感的广告理念,以及加强中国编结应用范围的创新。

From the perspective of joint effect of nostalgia tendency and art innovation of Chinese knot on consumers＇ purchase intention,this paper carried out empirical analysis of Chinese knot art.On this basis,consumers＇ nostalgia and innovation awareness were surveyed based on the North-South Gap （represented by Shanghai and Beijing）.The results showed that：there is a significant difference between the South and the North ; insecurity feeling of consumers in the south and color innovation of Chinese knot plays a great role in purchase intention; aloneness of consumers in the north and application range of Chinese knot occupies a large proportion in purchase intention.According to the analysis of consumers＇ purchase intention and geographical differences between the North and the South,such countermeasure is proposed that：aiming at Chinese knot market in the south,design advertising concept with insecurity and enhance color innovation of Chinese knot; aiming at Chinese knot market in the north,design advertising concept with aloneness and enhance innovation of application scope of Chinese knot.