基于CVPA理论的文创产品审美反应与购买意愿研究

Research on Aesthetic Response and Purchase Intention of Cultural and Creative Products Based on CVPA Theory

目的为了对文创产品造型设计进行准确定位,依据审美偏好与审美能力对消费者进行群体分类,针对不同群体,探讨文创产品审美因素对不同消费群体审美反应和购买意愿的影响。方法依据产品视觉审美中心度(CVPA)理论与感性工学方法,以文创水杯为研究对象,设计审美反应与购买意愿实验,依据实验调查数据,将消费者分为高、中、低CVPA3个群体,分别运用多元线性回归分析方法,以审美因素为自变量,以审美反应、购买意愿为因变量,构建6个关系模型。结果模型的关系系数揭示了各种审美因素对审美反应、购买意愿的影响程度。结论依据消费者的CVPA水平进行分类研究是一种有效的产品定位方法。对于不同的CVPA群体,各审美因素对消费者审美反应与购买意愿的影响存在明显区别,实验结果可以为文创产品设计定位与方案决策提供参考依据。关系模型也可以对设计方案进行审美评价与购买行为评价。

In order to accurately position the modeling design of cultural and creative products,this paper classifies the consumers according to their aesthetic preferences and aesthetic abilities,and discusses the influence of the aesthetic factors of cultural and creative products on the aesthetic response and purchase intention of different consumer groups.According to the theory of centrality of visual product aesthetics(CVPA)and the method of kansei engineering,taking the cultural and creative water cup as the research object,the experiment of aesthetic response and purchase intention is designed.According to the experimental investigation data,the consumers are divided into three groups:high,medium and low CVPA.Utilizing the multiple linear regression analysis method,taking aesthetic factors as independent variables and aesthetic response and purchase intention as dependent variables,six relationship models are build.The relationship coefficient of the model reveals the influence of various aesthetic factors on aesthetic response and purchase intention.It is an effective product positioning method to classify the products according to the CVPA level of consumers.It is an effective product positioning method to classify consumers according to their CVPA level.For different CVPA groups,there are obvious differences in the influence of various aesthetic factors on consumers'aesthetic response and purchase intention.The experimental results can provide reference for cultural and creative product design positioning and scheme decision-making.The relationship model can also be used for aesthetic evaluation and purchase behavior evaluation.