文旅融合背景下文创产品特征、情绪价值与消费者购买意愿关系研究
Journal: Economics DOI: 10.32629/ej.v9i2.3348
Abstract
在文化强国战略与消费升级的双重驱动下,我国文旅产业正经历着从要素驱动向创新驱动转型的关键阶段。本文构建了影响因素SOR模型,旨在系统地探讨文创产品特征、情绪价值以及购买意愿之间的关系。研究发现,文创产品的文化性、艺术性、地域性、实用性等特征能为消费者提供正向的情绪价值,而正向情绪价值则与消费者的购买意愿具有正相关性。这一发现不仅验证了文创产品特征与消费者购买意愿研究的理论模型,也为后续研究提供了重要参考。
Keywords
文创产品；情绪价值；购买意愿；SOR模型
Funding
2025年湖北省大学生创新创业训练项目(编号：S202511072059)研究成果。
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