影响草原文创产品消费意愿的设计要素研究

目的 挖掘草原文创产品中影响消费者消费意愿的设计要素，为草原文创产品的设计应用提供启示。方法 通过文献分析与整理，得到消费者在购买草原文创产品时受哪些设计要素的影响;通过调查问卷得到影响草原文创产品消费意愿的设计要素优先级划分并转化为设计策略，以此来指导草原文创产品的设计。结果 在草原文创产品的设计要素中，情感属性是消费者消费意愿的首要影响要素;功能属性是影响消费意愿的关键要素;社会属性对消费意愿有重要影响;文化属性是影响消费意愿的必备要素。结论 在草原文创产品的设计中要优先注重独特性与趣味性结合的情感属性，实现实用性、易用性和装饰性为主的功能属性;关注自我实现与社交性交织的社会属性;满足典型的地域特点、文化符号与民族性相融的文化属性。有指向性地引导设计师完成草原文创产品设计，给予草原文创产品设计参考与借鉴的价值。

Study on the Influence of Design Elements on Consumers Willingness to Consume Grassland Culture and Creative Products

The work aims to explore the design elements that affect consumers'' willingness to consume in grassland cultural and creative products, and provide inspiration for the design and application of grassland cultural and creative products. Through literature analysis and collation, design elements affecting consumers in buying grassland cultural and creative products were obtained. Through questionnaires, design elements affecting the consumption intention of grassland cultural and creative products were obtained and converted into design strategies, so as to guide the design of grassland cultural and creative products. In the design elements of grassland cultural and creative products, the emotional attribute was the primary influencing factor of consumers'' consumption intention. Functional attribute was a key factor that affected consumption intention. Social attribute had an important effect on consumption intention. Cultural attribute was an essential factor that affected the willingness to consume. In conclusion, in the design of grassland cultural and creative products, priority should be given to the emotional attributes of the combination of uniqueness and interest, the functional attributes of practicality, ease of use and decoration should be realized, the social attributes of self-realization and sociability should be paid attention to, and the cultural attributes of typical regional characteristics, cultural symbols and ethnic characteristics should be met. It is required to directionally guide designers to complete the design of grassland cultural and creative products, and give the value of reference to the design of grassland cultural and creative products.