凤翔泥塑IP顾客满意度模型与开发策略研究  

Study on customer satisfaction model and development strategy of Fengxiang clay plastic IP

作　　者：彭波[1] 赵小凡 孟虎 PENG Bo;ZHAO Xiaofan;MENG Hu(College of Fashion and Design,Donghua University,Shanghai 200051,China;School of Economics and Management,Tongji University,Shanghai 200092,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]同济大学经济与管理学院,上海200092

出　　处：《丝绸》2019年第12期59-65,共7页Journal of Silk

基　　金：上海市设计学Ⅳ类高峰学科项目(DC17009)

摘　　要：新时代背景下,互联网和大数据为文化资源的保护与开发提供了有力支持。陕西凤翔泥塑作为中国首批非物质文化遗产,其传承也应顺应时代发展。文章基于顾客满意度指数模型,通过问卷调查测量顾客预期、感知质量、感知价值、顾客满意度和顾客忠诚因素。结构方程模型分析结果表明:感知质量越高,越会感觉"物有所值";感知价值越高,消费评价越好;消费评价越高,顾客满意度也越高,从而对产品的忠诚度越高。最后,对凤翔泥塑IP开发策略提出参考思路和建议。Under the background of the new age the Internet and big data provide favorable support for the protection and development of cultural resources. As the first batch of national-level intangible cultural heritages, Shaanxi Fengxiang clay sculpture should follow the development of times in the inheritance. Based on the customer satisfaction index model, this paper investigates customers’ expectation, perceived quality, perceived value, customer satisfaction and customer loyalty factors through the questionnaire survey. The analysis results of structural equation model show that the higher the perceived quality, the more cost-effective the customers will feel;the higher the perceived value, the better the consumer evaluation;the higher the consumer evaluation, the higher the customer satisfaction, and thus the higher the product loyalty. Finally, the paper puts forward ideas and suggestions for IP development of Fengxiang clay sculpture.

关 键 词：非物质文化遗产 凤翔泥塑 IP开发 顾客满意度 结构方程模型 

分 类 号：F762.7[经济管理—产业经济] J314.7[艺术—美术]