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| 基于消费体验的文旅数字藏品购买决策研究 |
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韩金锦,黄慧君
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浙江农林大学 艺术设计学院，杭州 311300
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| 摘要: |
| 目的 基于消费体验理论，探讨了文旅数字藏品消费体验与消费者购买决策间的关系，以期为文旅数字藏品的设计开发提供新的思路。方法 基于消费体验的视角，从情感体验、社交体验、感官体验、象征价值、不可预知和稀缺说服五个维度出发，对文旅数字藏品消费者购买决策的影响因素提出研究假设。通过调查问卷收集样本数据，利用结构方程模型(SEM)验证研究模型和相关假设。结果 研究发现，情感体验、感官体验、象征价值、不可预知和稀缺说服都对购买决策有着显著的正向影响，而社交体验的影响则不显著。结论 以消费者为中心，从文旅数字藏品的情感体验角度洞察其情感动态，社交体验角度把握其认同感，感官体验角度激活其五感印记，象征价值角度彰显其自我主张，不可预知和稀缺说服角度激发其惊喜感，以此推动消费者做出购买决策。 |
| 关键词: 文旅数字藏品 消费体验 购买决策 数字经济 虚拟艺术 |
| DOI：10.19554/j.cnki.1001-3563.2023.20.028 |
| 分类号:TB482 |
| 基金项目:浙江省教育厅独立课题(Y202146790) |
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| Research on Purchasing Decisions of Cultural and Tourism Digital Collections Based on Consumer Experience |
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HAN Jin-jin, HUANG Hui-jun
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(College of Arts and Design, Zhejiang A&F University, Hangzhou 311300, China)
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| Abstract: |
| The work aims todiscuss the relationship between consumer experience and purchase decisions of cultural and tourism digital collections based on the theory of consumer experience, to provide new ideas for the design and development of cultural and tourism digital collections. Research hypotheses were set for factors influencing consumers' purchase decisions of cultural and tourism digital collections from five dimensions:emotional experience, social experience, sensory experience, symbolic value, and unpredictable and scarce persuasion. The sample data were collected through questionnaires, and a structural equation model (SEM) was used to verify the research model and relevant hypotheses. It was found that emotional experience, sensory experience, symbolic value, and unpredictable and scarce persuasion had significant positive effects on purchase decisions, while social experience had no significant effect. The present findings indicate a need to focus on consumers, gain insight into their emotional dynamics from the perspectives of emotional experience, grasp their sense of identity from the perspectives of social experience, activate the five senses from the perspectives of sensory experience, highlight their self-assertion from the perspectives of symbolic value, stimulate their sense of surprise from the perspectives of unpredictable and scarce persuasion, and finally drive them to make purchasing decisions. |
| Key words: cultural and tourism digital collection consumer experience purchase decision digital economy virtual art |
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