基于消费价值感知的博物馆毛绒类文创产品开发设计研究

Research on the Development and Design of Museum Plush Cultural and Creative Products Based on Consumer Value Perception

摘要: 本研究探讨消费者价值感知下博物馆毛绒类文创产品的设计开发路径。以消费价值理论为基础，构建该类产品购买意愿研究模型并提出假设，参考成熟量表设计问卷收集数据，通过SPSS与结构方程模型完成数据分析与模型验证，基于结果梳理产品设计流程。研究表明：情感、社会、功能、认知价值均对购买意愿产生正向影响，其中情感与社会价值影响强度相近且最高，认知价值影响最弱；条件价值具有正向调节作用，可强化产品购买意愿。据此提出，博物馆毛绒类文创产品设计应以消费者价值感知为核心，通过文化元素解析与转译，聚焦情感传递、审美体验与社会交往，依托情感化设计三层次开展产品开发，提升消费者购买意愿。

Abstract: This study discusses the design and development path of museum plush cultural and creative products under consumer value perception. Based on the theory of consumer value, the research model of purchase intention of this type of product is constructed and hypotheses are proposed, the data are collected with reference to the maturity scale design questionnaire, the data analysis and model verification are completed through SPSS and structural equation models, and the product design process is sorted out based on the results. The results show that emotional, social, functional, and cognitive values all have a positive impact on purchase intention, among which the influence of emotion and social value is similar and the highest, and the influence of cognitive value is the weakest. Conditional value has a positive regulating effect and can strengthen product purchase intention. Accordingly, it is proposed that the design of museum plush cultural and creative products should take consumer value perception as the core, focus on emotional transmission, aesthetic experience and social communication through the analysis and translation of cultural elements, and rely on emotional design to carry out product development at three levels to enhance consumers’ willingness to buy.