黄山市徽州非遗消费者的心理与行为研究  

Study on Intangible Cultural Heritage Consumer's Psychology and Behavior in Huangshan City

作　　者：张孝义[1] 孙国君[1] 梁聘婷 张星杰[3] 

机构地区：[1]黄山学院教育科学学院,安徽黄山245041 [2]黄山学院办公室,安徽黄山245041 [3]黄山学院体育学院,安徽黄山245041

出　　处：《蚌埠学院学报》2016年第6期165-168,共4页Journal of Bengbu University

基　　金：安徽省教育厅重点研究基地招标项目(SK2015A171;SK2015A167)

摘　　要：以黄山市徽州非物质文化遗产为研究对象,以黄山市非遗消费者的问卷调查为基础,探究了非物质文化遗产消费者的心理与行为特点,研究发现:消费者的主要群体受教育程度较高,收入较稳定,主要来自于安徽省内,以中青年人群为主;通过口碑相传和电视媒体是传播主要方式,消费动机划分为休闲文化、经济体验、求知审美型三种类型;加强徽州非物质文化遗产的放松休闲价值,加强徽州非遗产品的深度设计。了解非遗消费者的心理与行为特点,对于旅游开发和营销有着很强的借鉴价值。The data of this research was from field survey,and the 376 sampling survey data of consumers gathered was used in Huangshan. The result showed that the main groups of consumers has the higher level of education,income is relatively stable,mainly from the Anhui province,most subjects are young and middle aged. The main ways of communication are television media and word spread,the main expense motive include three types as follow： leisure culture,economic experience,knowledge aesthetic type.Therefore,it is desirable to strengthen the value of the leisure culture on intangible cultural heritage in Huizhou,it is also need further design to strengthen the value of intangible cultural heritage products. It has strong reference value for tourism development and marketing to understand the consumers＇ psychology and behavior characteristics on Huizhou intangible cultural heritage.

关 键 词：非物质文化遗产 消费心理 消费行为 

分 类 号：F592.7[经济管理—旅游管理] G122[经济管理—产业经济]