| 摘要: |
| 目的 研究文创产品特质的构成与消费喜好度之间的关系。方法 以市面上代表性的文创产品为研究对象，采用统计学软件SPSS19.00中的多向度(MDS)分析模块对文创产品的特质进行测量，结合相关与回归分析模块论证文创产品特质与产品喜好度之间的关系，进而对文创产品特质强度与消费喜好度之间进行比较分析。结论 不同文创产品的特质强度与消费者的产品喜好度成因并不一致，生活中高频使用的产品，其产品的特质强度与喜好度的对应关系高，而低频使用的产品，其产品的特质强度与喜好度的对应关系低。此方法能够在准确测量文创产品特质强度的基础上，对比产品特质强度与消费者喜好度成因之间的关系，为文创产品开发设计策略的制定提供理论依据，也能为文创产品的可持续发展提供理论支撑。 |
| 关键词: 文创产品 特质 多维 测量 喜好度 |
| DOI：10.19554/j.cnki.1001-3563.2021.20.045 |
| 分类号:TB472 |
| 基金项目:教育部人文社会基金资助项目(17YJC760063);南京工业大学人文社科重点项目(ZX17442510005) |
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| The Relationship between Multi-Dimensional Measurement of Creative Product Characteristics and Preference |
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QIAN Feng-de, DING Na
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(Nanjing Tech University, Nanjing 211816, China)
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| Abstract: |
| This paper measured the multidimensional characteristics of common cultural and creative products in the market using the multidimensional, correlation, regression analysis module of SPSS 19.00 in order to study the relationship between the cultural and creative product characteristics and consumption preference. On this basis, the research makes a comparative analysiss. The results found that the relationship between them varies by product types. For products frequently used in lives, there is a close correspondence between characteristic strength and product preference, while such a close correspondence does not exist for products used at low frequency. Based on the accurate measurement of the characteristic strength, this method provides a theoretical basis for the development and design strategy of cultural and creative products by contrasting the relationships between the strength of product characteristics and the reasons of consumer preference. |
| Key words: cultural and creative products characteristics multidimensional measurement preference |
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