青年亚文化视阈下吉祥主题文创消费影响因素研究  

Research on influencing factors of consumption of auspicious theme cultural and creative products from the perspective of youth sub-culture

作　　者：凌也焜 雷青[1,2] 张欣茹 Ling Yekun;Lei Qing;Zhang Xinru

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

出　　处：《家具与室内装饰》2024年第2期72-77,共6页Furniture & Interior Design

基　　金：内蒙古哲学社科规划重点项目(2020NDA052)。

摘　　要：探讨在传统文化、青年亚文化与消费文化相互碰撞与渗透的背景下,吉祥主题文创的热销现象、背后的消费动机及其成因机制。依据补偿性消费理论,结合Censydiam消费动机模型,参考“享乐购物动机量表”“超自然信念量表”归纳出5个核心维度及题项,采用抽样调查问卷获取消费动机影响变量并对数据进行回归分析。结果显示,“娱乐性”“文化习俗”“心理暗示”“社交满足”消费动机对吉祥主题文创消费意愿具有正向影响,“经济成本”与吉祥主题文创消费呈负向影响。从而得出,娱乐性与文化习俗共同构成核心影响因素,心理暗示、社交满足在具体消费场景下亦呈重要影响;洞察青年亚文化与吉祥文化耦合下的文化共情,植根文化应用场景挖掘文化消费需求,是进行文创产品开发的有效路径。Under the background of the collision and penetration of traditional culture,youth subculture,and consumer culture,the hot-selling phenomenon of auspicious theme literature and creation,the consumption motivation behind it,and its cause mechanism are discussed.According to the compensatory consumption theory,combined with the Censydiam consumption motivation model,five core dimensions and items were summarized by referring to the"hedonic shopping motivation scale"and the"supernatural belief scale."The influencing variables of consumption motivation were obtained by sampling questionnaires,and the data were analyzed by regression.The results show that the consumption motivations of"entertainment","cultural custom,""psychological suggestion,"and"social satisfaction"have a positive impact on the intention of auspicious theme cultural and creative consumption,while"economic cost"has a negative impact on the intention of auspicious theme cultural and creative consumption.In conclusion,entertainment and cultural customs together constitute the core influencing factors,and psychological suggestion and social satisfaction also play an important role in specific consumption scenarios.It is an effective way to develop cultural and creative products to understand cultural empathy under the coupling of youth subculture and auspicious culture and to dig into cultural consumption needs based on cultural application scenarios.

关 键 词：青年亚文化 吉祥文化 文创产品 消费动机 应用场景 

分 类 号：TS664.1[轻工技术与工程]