非遗类文创产品的消费者决策影响因素及影响路径研究——基于fsQCA方法的研究

Influencing Factors and Influencing Paths of Consumer Decision Making of Intangible Cultural Heritage Creative Products—A Study Based on fsQCA Method

非遗文化产业是经济全球化背景下诞生的以创造力为核心的新兴产业,推动这一领域的发展和保护具有重要意义。根据SOR模型框架构建文化感知、产品感知、社会因素、市场营销四个维度为前因变量,将行为决策作为结果变量,运用模糊集定性比较分析(Fuzzy-set Qualitative Compar-ative Analysis, fsQCA)方法解析多个因素对不同消费者的消费者购买决策的路径组合。研究发现:1. 所有单变量因素均无法单独成为非遗文创的消费者购买决策的必要条件。2. 购买过非遗文创产品人群的影响因素路径上共有两条路径,即社会–产品驱动路径和文化–社会–产品整合路径。都是以社会因素和产品因素为核心。3. 未购买的人群影响因素也得出两条路径,即文化感知增强市场导向路径和社会因素强调市场导向路径。研究为非遗文创产品消费者决策提供实证支持和新理论视角,以期推动非遗文化产品可持续传承和商业发展。

Intangible cultural heritage industry is a new industry with creativity as the core, which was born under the background of economic globalization. It is of great significance to promote the development and protection of intangible cultural heritage in this field. According to SOR model framework, four dimensions of cultural perception, product perception, social factors and mar-keting are constructed as annual variables, behavioral decision is taken as result variable, and fuzzy set qualitative comparative analysis method is used to analyze the path combination of multiple factors on consumer purchase decision of different consumers. The findings are as follows: 1. None of the univariate factors alone can be the necessary conditions for non-legacy consumers to make purchasing decisions. 2. There are two influencing factors for people who have purchased non-legacy products, namely, the society-product driving path and the culture-society-product integration path. Both are based on social factors and product factors. 3. The influence factors of people who do not buy can also draw two paths, namely, the market-oriented path enhanced by cultural perception and the market-oriented path emphasized by social factors. The research provides empirical support and a new theoretical perspective for the decision-making of consumers of non-heritage products, and promotes the sustainable inheritance and commercial development of intangible cultural heritage products.