关于新型玉石“桫椤玉”购买意愿与购买动机研究

Research on the Purchase Intention and Motivation of the New Jade “Suale Jade”

摘要: 本研究聚焦于新型玉石“桫椤玉”的消费者购买意愿及其背后的购买动机，旨在探究个性化消费趋势对传统玉石市场的影响。通过文献回顾与问卷调查分析，本研究构建了“消费动机–态度–购买意愿”的理论模型，以身份认同、自我取悦、社会交往和追求独特四种动机为主，考察其对“桫椤玉”购买意愿的影响，并进一步引入认知性和情感性态度作为中介变量来解析购买意愿的形成机制。通过收集的508份有效问卷数据进行分析，研究发现，不同动机通过影响认知态度和情感态度，对购买意愿产生显著的正向影响。此外，研究指出，性别、年龄、职业等个体差异在一定程度上调节了这种关系。研究结果表明，满足个性化需求、彰显社交价值的产品定位，能够显著提升消费者对“桫椤玉”这一创新性玉石的接受度。本研究的成果为“桫椤玉”的市场推广提供了理论支撑和实际参考。

Abstract: This study focuses on consumer purchase intentions and motivations for the emerging gemstone, “Suale Jade”, to explore how personalization trends are impacting the traditional gemstone market. Based on a literature review and a theoretical model, the study establishes a “Motivation Attitude Purchase Intention” framework that investigates the influence of identity, self pleasure, social interaction, and uniqueness motivations on the intention to purchase “Suale Jade”. Additionally, cognitive and emotional attitudes are introduced as mediating factors to further clarify the mechanism behind purchase intentions. Through the analysis of 508 valid survey responses, the study finds that different motivations significantly affect purchase intentions by influencing cognitive and emotional attitudes, with individual factors such as gender, age, and profession modulating these relationships to some extent. The findings suggest that positioning “Suale Jade” as a product that meets personalized needs and embodies social value can increase consumer acceptance. The results offer theoretical support and practical guidance for the market promotion of “Suale Jade”.