基于扎根理论的博物馆盲盒消费需求分析及其设计策略研究

目的 通过对博物馆盲盒产品在线评论进行文本挖掘及扎根理论分析，理性挖掘文化类盲盒设计产品的真实消费需求，探究博物馆盲盒文创产品可持续开发的设计思路和实施策略。方法 基于在线评论的研究方法，以扎根理论体系为基础，应用Python软件收集各大博物馆盲盒电商平台评论数据，利用Nvivo 12.0质性分析工具从情感、社会、功能需求的主范畴分析博物馆盲盒文创消费需求。结果 研究得出情感需求为首要消费需求、功能需求为关键消费需求、社会需求为次要消费需求，并从情感、功能、社会三大范畴探索了博物馆盲盒文创设计的消费需求模型及其各影响因子之间的关系。结论 实现审美、趣味与体验交织的情感需求，满足品质、性价比与文化融通的功能需求，扩大社会交往与文化认知相互催化的社会需求，能持续激发用户购买行为并满足消费预期，从而使博物馆盲盒文创设计能有效地可持续发展。

Consumer Demand Analysis of Museum Blind Boxes and Their Design Strategies Based on Rooting Theory

The work aims to rationally excavate the real consumer demand of cultural blind box design products, and explore the design ideas and implementation strategies for the sustainable development of museum blind box cultural and creative products through text mining of online comments of museum blind box products and the analysis of the rooting theory. Based on the research method of online comments and the theoretical system of the rooting theory, Python software was applied to collect comment data from major museum blind box e-commerce platforms, and Nvivo 12.0 qualitative analysis tool was used to analyze the consumption demand of cultural and creative products of museum blind boxes from the main categories of emotional, social, and functional demands. The result showed that emotional demand was the primary consumption demand, functional demand was the key consumption demand, and social demand was the secondary consumption demand. The consumption demand model of the museum blind box creative design and the relationship between its influencing factors were explored from three main categories of emotion, function and society. Realizing the emotional demand of intertwining aesthetics, fun and experience, satisfying the functional demand of quality, cost-effectiveness and cultural integration, and expanding the social demand of mutual catalysis of social interaction and cultural cognition can continue to stimulate users'' purchasing behaviors and satisfy their consumption expectations, thus effectively enhancing the sustainable development of the cultural and creative design of museum blind boxes.