漆器消费行为的多维特征解析——基于贵州省大方漆器的1223份问卷数据

An Analysis of the Multidimensional Characteristics of Lacquerware Consumption Behavior—Based on Questionnaire Data of 1223 Respondents on Dafang Lacquerware in Guizhou Province

摘要: 本文基于贵州省1223份有效问卷数据，系统分析消费者对漆器的消费行为，包括消费特征、购买意愿、购买行为和重复购买意愿等。研究发现，消费者在漆器品类偏好上呈现性别与年龄差异，现代风与潮流风更受青睐；售后服务、工艺等为购买的核心驱动因素，产品价值偏向文化资产属性；不同年龄群体的消费价格区间存在显著差异，购买渠道偏好厂家直销与自建平台。基于此，提出推进风格多元创新、深化文化品牌建设、优化分层定价策略、完善全渠道布局等产业发展对策，旨在提升大方漆器的市场竞争力，推动产业的可持续发展。

Abstract: Based on the data of 1223 valid questionnaires from Guizhou Province, this paper systematically analyzes consumers’ consumption behavior of lacquerware, including consumption characteristics, purchase intention, purchase behavior and repurchase intention. The study finds that there are gender and age differences in consumers’ preferences for lacquerware categories, with modern and trendy styles being more favored. After-sales service and craftsmanship are the core driving factors for purchase, and the product value tends to be of cultural asset attribute. There are significant differences in the consumption price ranges among different age groups, and consumers prefer direct sales from manufacturers and self-built platforms as purchase channels. Based on these findings, this paper puts forward industrial development countermeasures, such as promoting diversified style innovation, deepening cultural brand construction, optimizing hierarchical pricing strategies, and improving omni-channel layout. The purpose is to enhance the market competitiveness of Dafang lacquerware and promote the sustainable development of the industry.