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论文编号：	15402
作者编号：	2120233709
上传时间：	2025/6/10 12:24:09
中文题目：	沉浸式体验产品的叙事性设计对消费者重购意愿的影响研究
英文题目：	Research on the Effect of Narrative Design of Immersive Experience Products on Consumer Repurchase Intention
指导老师：	许晖
中文关键字：	叙事性设计；沉浸式体验产品；消费者重购意愿；心流体验
英文关键字：	Narrative design; Immersive experience product; Consumer repurchase intention; Flow experience
中文摘要：	随着体验经济的发展，消费者对体验型产品的需求也更加倾向于追求个性化，更加重视产品引起的情感共鸣和精神慰藉，对产品设计提出了更高的要求。叙事性设计作为一种有效的提升消费者体验价值的设计方法，逐渐在游戏、演艺、影视等体验型消费中得到应用。同时，沉浸式体验产品作为以消费者沉浸为生产和消费对象的体验型产品，越来越受到消费者的青睐。将叙事性设计应用于沉浸式体验产品，有助于打造出更具有精神内涵和内容价值的沉浸式体验产品，从而为消费者带来更优质的感受。 然而，目前对沉浸式体验产品的叙事性设计维度的探讨，以及其对消费者影响机制的研究尚显不足。本研究基于沉浸诗学理论、心流理论和SOR理论，综合案例研究法和实证研究法对研究问题展开探讨。首先，本研究采用双案例研究法，选取了“只有红楼梦·戏剧幻城”和“三体·引力之外”两个具有代表性的案例对象，深入分析了双案例中叙事性设计的维度构成，发现沉浸式体验产品的叙事性设计主要包括场景临场、悬念设置和情感传递三个维度。在此基础上，本研究提出研究假设并构建了理论模型，通过实证分析研究叙事性设计三个维度对消费者重购意愿的影响，以及心流体验的中介作用。本研究采取问卷调查法收集数据，进行实证分析以验证假设。最终得出以下研究结论：（1）沉浸式体验产品的叙事性设计可以被归纳为场景临场、悬念设置和情感传递三个维度；（2）沉浸式体验产品的叙事性设计的三个维度对消费者重购意愿均存在正向影响；（3）心流体验在沉浸式体验产品的叙事性设计的三个维度和消费者重购意愿之间发挥中介作用。 现有关于叙事性设计的研究主要集中在设计学领域，在市场营销领域的研究较少。目前关于沉浸式体验产品的叙事性设计的维度缺乏基于案例和理论的系统性探讨。同时，以实证研究为基础，针对叙事性设计对消费者影响机制的讨论较为缺乏。本研究基于案例研究和实证分析，探索沉浸式体验产品的叙事性设计维度，及其对消费者重购意愿的影响，具备一定的实践意义和理论价值。
英文摘要：	With the development of experience economy, consumers' demand for experience-based products is also more inclined to pursue personalization and pay more attention to the emotional resonance and spiritual comfort caused by the products, which puts forward higher requirements for product design. Narrative design, as an effective design method to enhance the value of consumer experience, has gradually been applied in games, performing arts, film and television and other experience-based consumption. Meanwhile, immersive experience products, as an emerging experience-based product, are gradually favored by consumers. Applying narrative design to immersive experience products helps to create immersive experience products with more spiritual connotation and value, thus bringing consumers a better experience. However, the current research on the exploration of narrative design dimensions of immersive experience products and the mechanism of its influence on consumers is still insufficient. Based on the theory of poetics of immersion, flow theory and the SOR model, this study synthesizes the case study method and the empirical research method to explore the research questions. First of all, this study adopts the double case study method, selecting two representative cases, “Unique Dream of Red Mansion, an environmental theater scenic city” and “Three Bodies - Beyond Gravity”, and analyzing the dimensional composition of narrative design in the double case, and finding that the narrative design of immersive experience products mainly consists of scenes, plots and characters. It is found that the narrative design of immersive experience products mainly includes three dimensions: scene presence, suspense setting and emotion transmission. On this basis, this study puts forward research hypotheses and constructs a theoretical model to study the influence of the three dimensions of narrative design on consumers' repurchase intention and the mediating role of flow experience through empirical analysis. This study adopts the questionnaire survey method to collect data and conducts empirical analysis to verify the hypotheses. The following conclusions are drawn: (1) the narrative design of immersive experience products can be categorized into three dimensions: scene presence, suspense setting and emotion transmission; (2) the three dimensions of narrative design of immersive experience products have a positive impact on consumers' repurchase intention; (3) the flow experience plays a mediating role between the three dimensions of narrative design of immersive experience products and consumers' repurchase intention. Existing research on narrative design mainly focuses on the field of design, and there are fewer studies in the field of marketing. There is a lack of case-based and theoretical discussion on the dimensions of narrative design for immersive experience products. At the same time, there is a lack of discussion based on empirical research on the mechanism of narrative design's influence on consumers. Based on case studies and empirical analysis, this study explores the dimensions of narrative design of immersive experience products and its influence on consumers' repurchase intention, which has certain practical significance and theoretical value.
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