基于五维价值感知的文博文创产品消费需求洞察

目的 通过五维价值感知模型,洞察新生代群体文博文创消费需求的影响因素,从而为构建产品策略与设计方法奠定基础。方法 以文化消费与价值感知理论为基础,以情感、文化、社会、功能与价格价值感知为变量,对文博文创消费需求影响因素及其关系提出研究假设;通过问卷调研获取相关数据,应用SPSS分析工具进行数据分析,并进行假设检验。结果 得出情感价值感知是新生代群体文博文创消费需求的首要影响因素;文化价值感知是影响消费需求的关键因素;社会价值感知对文博文创消费需求具有重要影响;功能价值感知是必备而非显著性影响因素;价格价值感知基于新生代细分群体差异较大,对消费决策呈不同影响。结论 关注独特、共鸣、颜值与趣味交织的情感体验,满足基于文化认知、文化认同动机的文化探寻诉求,塑造自我价值与社交货币相互催化的社会价值感知,期待实现技术赋能下的“新文创”产品功能价值,构建满足价格预期与心理账户的文博文创产品层级体系,将对文博文创消费意愿提升具有显著影响。

Insights into Consumer Demand for Museum Cultural and Creative Products Based on Five-dimensional Value Perception

The work aims to gain insight into the influencing factors of consumer demand of the new generation for museum cultural and creative products through the five-dimensional value perception model, so as to lay the foundation for building product strategies and design methods. Based on the theory of museum cultural consumption and value perception, with emotion, culture, society, function and price value perception as variables, the research hypotheses on the influencing factors and relationships of consumer demand for museum cultural and creative products were put forward. Relevant data were acquired through questionnaires, and SPSS analysis tool was applied for data analysis and hypothesis testing. The emotional value perception was the primary factor influencing the consumer demand of the new generation for museum cultural and creative products; cultural value perception was the key factor influencing consumer demand; social value perception had a significant influence on consumer demand for museum cultural and creative products; functional value perception was a must but non-significant influencing factor; and perception of price value was based on the large differences in the new generation sub-groups, and had a different influence on consumption decisions. It is necessary to pay attention to the emotional experience that is unique, resonant, beautiful and interesting, meet the demands of cultural exploration based on cultural cognition and cultural identity motivation, shape the social value perception that self-value and social currency catalyze each other, realize the functional value of "new cultural and creative product" under the empowerment of technology and create a museum cultural and creative product hierarchy that satisfies price expectations and psychological accounts, which will have a significant influence on the willingness to increase consumption of museum cultural and creative products.