基于“故宫文创”的产品价值感知与消费需求影响研究  

Product Value Perception and Consumption Demand Influence Based on the "Cultural and Creative Products of the Palace Museum"

作　　者：王棋壹 雷青[1,2] 康祖怡 WANG Qi-yi;LEI Qing;KANG Zu-yi(College of Design,Inner Mongolia Normal University,Hohhot 010020,China;Key Research Bases of Humanities and Social Sciences in Inner Mongolia Universities for Design and Social Innovation,Hohhot 010020,China)

机构地区：[1]内蒙古师范大学设计学院,呼和浩特010020 [2]设计与社会创新内蒙古高校人文社科重点研究基地,呼和浩特010020

出　　处：《包装工程》2023年第14期224-234,共11页Packaging Engineering

基　　金：内蒙古哲学社科规划重点项目(2020NDA052);内蒙古师范大学基本科研业务费项目(2022JBTD014)。

摘　　要：目的 以“故宫文创”为例,从文化消费视角下探讨博物馆文创产品价值感知与消费需求间的关系,以期为博物馆文创产品开发提供新方法与新思路。方法 将情感、社会、功能质量、功能价格感知因素作为自变量,产品类别与价格区间作为调节变量,构建博物馆文创产品价值感知与消费需求关系模型;以17 204条“故宫淘宝”店铺产品在线评论为样本,运用文本挖掘法与LDA模型加以检验假设。结果 研究发现,博物馆文创产品价值感知显著影响消费需求,产品类别与价格区间对价值感知因素关系及消费需求之间起到显著调节作用。结论 情感、社会与功能质量3个价值感知维度对消费需求影响较大且较为均衡,功能价格感知相较呈现非敏感特征;各价值感知维度内具的体关键影响因素差异较大。The work aims to take the "Cultural and Creative Products of the Palace Museum" as a case to investigate the relationship between the value perception and the consumption demand for cultural and creative products in museums from the perspective of cultural consumption,so as to provide new methodologies and ideas for the development of cultural and creative products in museums.A model was developed to illustrate the relationship between the value perception of cultural and creative products in museums and the consumption demand with emotion,society,functional quality,and functional price perception as independent variables and product category and price range as moderator variables.A sample of 17 204 online comments about the products from "Taobao Store of the Palace Museum" was utilized to test the hypotheses by text mining and LDA model.The study revealed that the value perception of cultural and creative products of museums significantly influenced consumption demand.The product category and price range played a significant moderating role in the relationship between value perception factors and consumption demand.Emotion,society,and functional quality have a more substantial and balanced influence on consumption demand,while functional price perception appears to be less sensitive.Furthermore,the specific key influencing factors within each value perception dimension exhibit significant variations.

关 键 词：价值感知 博物馆文创产品 在线评论 消费需求 

分 类 号：TB472[一般工业技术—工业设计]