| 摘要: |
| 目的 探析当代大学生群体对文创产品的评价态度与购买行为动机之间的关系。方法 通过问卷调查，以统计学的方法分析论证了“吸引大学生群体购买文创产品的内在原因”。结论 在影响这一群体购买文创产品的7个要素中，“文化创意”并不是其做出购买行为决策的最主要原因（其卡方值为10.56*），而其中产品的“性价比”（其卡方值为21.33***）与“使用功能（卡方值为18.40**）”在其购买决策过程中则表现出了更加重要的影响。本结论可引发文创工作者对文创产品的内在价值进行再思考，也能为特定用户的文创产品开发设计带来有益的启示。 |
| 关键词: 文创产品 综合评价 购买行为 |
| DOI：10.19554/j.cnki.1001-3563.2018.24.033 |
| 分类号:TB472 |
| 基金项目:教育部人文社会科学研究青年基金“当代博物馆文化信息传达有效性评估”（17YJC760063） |
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| The Relationship between Comprehensive Evaluation on Products and Purchasing Behavior |
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QIAN Feng-de, YIN Ze-he, DING Na
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College of Art & Design, Nanjing Tech University, Nanjing 211816, China
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| Abstract: |
| The work aims to explore the relationship between the evaluation attitude of contemporary college students towards cultural creative products and the motivation of purchasing behavior. "The internal reason of attracting college students to buy cultural creative products" was analyzed and demonstrated in the statistical method through questionnaire survey. Among 7 factors that affect college students' purchase of cultural creative products, the "cultural creative" is not the most important reason(the chi square value is 10.56*) that college students make the purchase decision, while the "cost-performance ratio" of the products(the chi square value is 21.33***) and "using function(the chi square value is 18.40**)" have a more important impact in the process of purchase decision-making. This conclusion not only leads cultural and creative workers to rethink the intrinsic value of cultural creative products, but also brings to specific user the useful inspiration for the development and design of cultural creative products. |
| Key words: cultural creative products comprehensive evaluation purchasing behavior |
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