体验视角下柳编类非遗产品消费者购买意愿影响因素研究

Study on the Influencing Factors of Consumers'Purchase Intention of Traditional Wicker Products from the Perspective of Experience

文章旨在研究柳编类非遗产品消费者购买意愿影响因素,并提出柳编产品的设计策略。首先以解构计划行为理论为基础,从体验的角度构建柳编产品消费者购买意愿影响因素研究假设和假设模型;然后设计量表问卷并实施问卷调查,通过结构方程模型分析问卷数据检验研究假设。数据分析结果表明柳编产品的功能体验、感官体验、兼容性体验、创意体验显著影响行为态度,并通过行为态度影响消费者购买意愿。功能体验和感官体验对行为态度的影响最大,其次是兼容性体验,创意体验对行为态度的影响较小;而文化体验和社交体验对行为态度的影响不显著。在此基础上提出了柳编产品的设计策略,并通过3款柳编产品的创新设计,验证了研究结果的有效性。本研究为以提升销售为目的的柳编类产品的优化设计提供了理论参考。

The purpose of this paper is to study the influencing factors of consumers'purchase intention for the products of willow weaving intangible cultural heritage and propose strategies for improving the design of wicker products.Firstly,based on the theory of Decomposed Theory of Planned Behavior,the hypothesis model of influencing factors of wicker products'purchase intention was constructed from the perspective of user experience.Then the questionnaire was designed and carried out,and the hypothesis was tested by analyzing the questionnaire data through a structural equation model.The data analysis results show that the functional experience,sensory experience,compatibility experience,and creative experience of wicker products significantly affect behavioral attitudes and influence consumers'purchase intentions through behavioral attitudes.The functional experience and sensory experience have the largest impact on behavioral attitude,followed by the compatibility experience,and the creative experience has a smaller impact on behavioral attitude.The impact of cultural and social experiences on behavioral attitudes is not significant.On this basis,the design strategies of wicker products were put forward,and the effectiveness of the research results was verified through the innovative design of three wicker products.This study provides a theoretical reference for the optimization design of wicker products with the purpose of increasing sales.