基于游客感知价值理论的博物馆文创产品设计与应用研究  

Museum Cultural and Creative Product Design Based on Tourist Perceived Value Theory

作　　者：唐靖雯[1] 王锋[1] 钟劲松[1] 鞠小林 TANG Jingwen;WANG Feng;ZHONG Jinsong;JU Xiaolin(Luoyang Institute of Science and Technology,Henan Luoyang 471023,China;Silla University,Busan 46958,The Republic of Korea)

机构地区：[1]洛阳理工学院,河南洛阳471023 [2]新罗大学,韩国釜山46958

出　　处：《包装工程》2024年第24期163-171,共9页Packaging Engineering

基　　金：教育部人文社会科学研究项目(23YJA790107)。

摘　　要：目的研究游客感知价值对博物馆文创产品消费意愿的影响。方法通过梳理总结相关文献,借鉴感知价值基础理论,构建博物馆文创产品消费意愿的理论模型,参考国内外成熟量表,采用随机抽样法选择调查样本获取资料,利用SPSS 26.0/Amos 24.0软件并结合结构方程模型(SEM)进行数据统计分析及模型验证,并将研究结果应用于洛阳博物馆文创产品设计实践中。结果文化价值和情感价值显著地正向影响游客消费意愿,其次为审美价值、成本价值,功能价值、社交价值对消费意愿的影响不显著。结论博物馆文创产品设计需更多关注产品的文化内涵、情感交流和审美享受等特征,以提高游客的消费意愿。基于理论与实践的结合,既有助于丰富感知价值理论的应用领域,又能为博物馆文创产品的设计和市场推广提供重要参考。The work aims to study the influence of tourist perceived value on the intention to purchase cultural and creative products in museums.By reviewing and summarizing relevant literature and referring to the basic theory of per-ceived value,a theoretical model of intention to purchase museum cultural and creative products was constructed.Based on mature scales in China and abroad,random sampling method was used to select survey samples to obtain data,and SPSS 26.0 and Amos 24.0 software combined with structural equation modeling(SEM)research technology were adopted for data statistical analysis and model validation,and then the research results were applied to the design practice of cul-tural and creative products in Luoyang Museum.Cultural value and emotional value had a significant positive influence on tourists'purchase intention,followed by aesthetic value and cost value,while functional value and social value had no significant influence on purchase intention.The museum cultural and creative product design needs to pay more attention to the cultural connotation,emotional communication,and aesthetic enjoyment of products to improve tourists'purchase intention.The combination of theory and practice not only helps to enrich the application fields of perceived value theory,but also provides important references for the design and market promotion of museum cultural and creative products.

关 键 词：感知价值 博物馆文创产品 消费意愿 结构方程模型 

分 类 号：TB472[一般工业技术—工业设计]