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论文编号：	15403
作者编号：	2120233710
上传时间：	2025/6/10 14:04:41
中文题目：	产品属性与传统文化元素呈现方式的交互作用对消费者购买意愿的影响研究
英文题目：	Research on the Impact of the Interaction between Product Attributes and the Presentation Methods of Traditional Cultural Elements on Consumers’ Purchase Intention
指导老师：	许晖
中文关键字：	文化营销；产品属性；传统文化元素呈现方式；感知社会价值
英文关键字：	cultural marketing;product attributes;presentation methods of traditional cultural elements;perceived social value
中文摘要：	消费新力量的崛起催生了新的消费需求和消费趋势，消费者的民族自信与文化自觉正在重塑市场格局，文化的重要意义日渐凸显，文化营销兴起并受到广泛关注，将传统文化元素融入产品设计已成为品牌实现差异化竞争的关键策略。然而，并非所有的文化融合行为都能够获得消费者的认可，由于缺乏理论指导和成功范式，这一融合过程存在风险和不确定性。探索如何通过有效途径提升消费者对这类融合产品的购买意愿，成为了理论研究和商业实践共同面临的挑战。 本研究将融合了传统文化元素的产品作为研究对象，基于产品属性相关研究、传统文化元素相关概念及研究、感知价值相关理论、SOR理论等，通过对典型案例进行分析和实证检验的方式，探索产品与传统文化元素的融合特征、融合机制及对消费者购买意愿的影响机制。 在案例分析部分，研究选取两个典型融合案例进行特征提取和共性差异对比，提取产品属性（功能性vs. 享乐性）与传统文化元素呈现方式（显性呈现vs. 隐性呈现）作为实证分析的前因变量，并发现其存在匹配效应。在此基础上，通过实证分析方法，进一步探究其对消费者购买意愿的影响机制。实证结果表明：匹配效应显著存在，当功能性属性特征更突出的产品（享乐性属性特征更突出的产品）与传统文化元素隐性呈现方式（传统文化元素显性呈现方式）相匹配时，可以增强消费者的购买意愿，感知社会价值在这一匹配效应中起中介作用。 本研究对传统文化元素与现代产品融合特征及其作用机制的相关研究进行了补充与完善，为企业进行产品文化融合设计和营销宣传提供具有操作性的理论框架和参考建议。
英文摘要：	The rise of new consumer forces has given birth to new consumption demands and trends. Consumers' national confidence and cultural awareness are reshaping the market landscape. The significance of culture has become increasingly prominent, cultural marketing has emerged and received extensive attention. Incorporating traditional cultural elements into product design has become a key strategy for brands to achieve differential competition. However, not all cultural integration efforts can gain consumers' recognition. Due to the lack of theoretical guidance and successful paradigms, there are risks and uncertainties in this integration process. Exploring effective ways to enhance consumers' purchase intention towards such integrated products has become a common challenge for theoretical research and business practice. This study takes products integrated with traditional cultural elements as the research object. Based on research on product attributes, traditional cultural elements, perceived value theory, and SOR theory, it explores the integration characteristics, integration mechanisms, and influence mechanisms on consumers' purchase intention through the analysis of typical cases and empirical tests. In the case analysis section, the research selects two typical integration cases for feature extraction and comparison of commonalities and differences. Product attributes (utilitarian vs. hedonic) and the presentation methods of traditional cultural elements (explicit presentation vs. implicit presentation) are extracted as antecedent variables for empirical analysis, and a matching effect is found to exist. On this basis, through empirical analysis methods, the research further explores the influence mechanism on consumers' purchase intention. The empirical results show that the matching effect is significant. When products with more prominent utilitarian attributes (products with more prominent hedonic attributes) are matched with the implicit presentation method of traditional cultural elements (the explicit presentation method of traditional cultural elements), consumers' purchase intention can be enhanced. Perceived social value plays a mediating role in this matching effect. This research complements and enhances the study of the integration features and mechanisms between traditional cultural elements and modern products, and provides an operational theoretical framework and reference suggestions for enterprises in product - culture integration design and marketing promotion.
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