羌绣服饰文创产品消费意愿的实证分析——基于非遗标签视角  

An Empirical Analysis on the Consumption Willingness of Qiang Embroidery Clothing Cultural and Creative Products --based on the Label Perspective of Intangible Cultural Heritage

作　　者：石文奇[1,2] 王斌 程凡[1] 郑芳琴 张志新[1,2] SHI Wen-qi;WANG Bin;CHENG Fan;ZHENG Fang-qin;ZHANG Zhi-xin(School of Fashion,ShaanXi Institute of International Trade&Commerce,Xi’an ShaanXi 712046,China;Silk Road Research Center of Cultural and Creative Industry,ShaanXi Institute of International Trade&Commerce,Xi’an ShaanXi 712046,China)

机构地区：[1]陕西国际商贸学院时装艺术学院,陕西西安712046 [2]陕西国际商贸学院丝路文化创意产业研究中心,陕西西安712046

出　　处：《武汉纺织大学学报》2022年第4期91-96,共6页Journal of Wuhan Textile University

基　　金：陕西省社科基金研究项目(2020J042);2021年度陕西国际商贸学院陕西民族艺术传承与文创设计研究专项(SMZX202135).

摘　　要：新业态下,非遗与文创融合已成为助推地方经济快速发展的新动能。因此,研究消费者对有非遗标签的文创产品消费意愿具有重要的理论意义和实践价值。文章基于计划行为和感知价值理论视角,以羌绣服饰文创产品为例,构建消费意愿影响机理模型并进行验证分析。研究发现:消费者对羌绣服饰文创产品的感知文化性、质量、有用性正向影响感知价值,感知价值既能直接影响消费意愿,也能通过参照群体、自我效能间接影响消费意愿,认知度在感知价值与消费意愿之间并无显著影响。研究结果为文创产品的开发推广提供借鉴。The integration of intangible cultural heritage and cultural creative industries has become a new driving force for the rapid development of the local economy under the new format.Therefore,it's great theoretical significance&practical value to study the influence of consumers'willingness to consume cultural and creative products with intangible cultural heritage labels.The paper takes intangible cultural heritage Qiang Embroidery garment and cultural creation products as an example to built a mechanism model of the influence of consumption and conducted verification analysis based on the perspectives of planned behavior and perceived value theory.The results show that consumers'perception of cultural,quality and usefulness of Qiang embroidery clothing cultural and creative products has a positive impact on perceived value.Perceived value can not only directly affect consumption willingness,but also indirectly affect consumption willingness and awareness through reference groups and self-efficacy.There is no significant effect between perceived value and willingness to cognition.The study results provide reference for the development and promotion of cultural and creative products.

关 键 词：非遗标签 文创产品 消费意愿 羌绣服饰 影响机理 

分 类 号：J523.6[艺术—艺术设计]