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中文题名:

 产品外观的中华传统文化元素对消费者购买意愿的影响 ——基于新式茶饮行业饮品杯的设计    

姓名:

 冯歆茹    

保密级别:

 公开    

论文语种:

 chi    

学科代码:

 071101    

学科专业:

 心理学(注:可授理学或教育学学士学位)    

学生类型:

 学士    

学位:

 理学学士    

学位年度:

 2024    

校区:

 珠海校区培养    

学院:

 文理学院    

研究方向:

 消费心理学    

第一导师姓名:

 高艳    

第一导师单位:

 文理学院    

提交日期:

 2024-06-06    

答辩日期:

 2024-05-09    

外文题名:

 The Influence of Traditional Chinese Cultural Elements of Product Appearance on Consumers' Purchase Intention——Based on the Design of New Tea Cups    

中文关键词:

 中华传统文化 ; 购买意愿 ; 外观新颖性 ; 情感价值    

外文关键词:

 Chinese Traditional Culture ; Purchase Intention ; Visual Novelty ; Emotional Value    

中文摘要:

本研究探究了在新式茶饮饮品杯上附加中华传统文化元素对消费者购买
意愿的影响模型,引入中华传统文化载荷作为自变量,情感价值和外观新颖性作为中介变量,共同探究对消费者购买意愿的作用。选取了 270 名平时购买新式茶饮的被试进行线上问卷的填写,结果表明:
(1)在新式茶饮产品包装上附加中华传统文化元素能够提升消费者对产品的购买意愿;
(2)在新式茶饮产品包装上附加中华传统文化元素能够提升外观新性;
(3)中华传统文化载荷能够正向影响外观新颖性,从而影响消费者对新式茶饮的购买意愿;
(4)中华传统文化载荷能够正向影响消费者的情感价值,进而影响消费者对新式茶饮的购买意愿;
(5)外观新颖性和情感价值在中华传统文化载荷对购买意愿的影响中起链式中介作用。

外文摘要:

This study investigated the model of the effect of attaching traditional Chinese cultural elements to new tea cups on consumers' purchase intention, introducing traditional Chinese cultural load as the independent variable, and emotional value 
and visual novelty as the mediator variables, to jointly explore the effect on consumers' purchase intention. Two hundred and seventy subjects who usually buy new-style tea drinks were selected to fill in the online questionnaire, and the results showed that:
(1)Attaching traditional Chinese cultural elements to the packaging of new tea cups can enhance consumers' willingness to buy the products;
(2) Attaching traditional Chinese cultural elements to the packaging of new tea drink products can enhance visual novelty;
(3) The traditional Chinese cultural load can positively influence visual novelty, which in turn influences consumers' willingness to purchase new tea;
(4)The traditional Chinese cultural load can positively influence consumers' emotional value, which in turn influences consumers' purchase intention of new tea;
(5)Appearance novelty and emotional value play a chain mediating role in the effect of traditional Chinese cultural load on purchase intention.

参考文献总数:

 52    

插图总数:

 5    

插表总数:

 12    

馆藏号:

 本071101/24033Z    

开放日期:

 2025-06-06    

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