文化认同对中国元素消费意愿的影响及启示

Influence and Enlightenment of Cultural Identity on Consumption Intention of Chinese Elements

中文关键词: 中国元素  文化认同  消费意愿

英文关键词: Chinese elements  cultural identity  consumption intention

中文摘要:

      目的 研究现代设计中中国元素运用的文化认同对消费者消费意愿的影响，为中国元素现代设计应用发展提供支持。方法 回顾现有的中国元素设计原则，引入文化认同的概念，针对消费者对现代设计中中国元素运用的文化认同与其购买态度之间的关系进行研究和建模，通过问卷调查验证模型中的假设路径，并进一步分析在现代设计中对中国元素的运用方式。结论 消费者对中国元素现代设计不同的文化认同度可以影响消费者的创意信念、品质信念感知以及示差价值、示同价值估计，继而对消费者的消费意愿产生积极或负面的引导作用。建议选取已得到大众文化认同的中国元素进行设计，并在设计时兼顾外在表现形式和内在精神传达，避免由于“泛中国风”引起的消费者审美疲劳。

英文摘要:

      The paper aims to support development and application of Chinese elements in modern design by studying influences of cultural identity used in Chinese elements in modern design on consumers' attitude to consumption. It reviewed the existing design principles of "Chinese elements", introduced the concept of cultural identity, studied and constructed the model of the relationship between the cultural identity used in Chinese elements in modern design and purchase attitudes from customers, verified the hypothetical path in the model by questionnaire, and further analysed how to use the "Chinese elements" in the modern design. Consumers' cultural identity on modern design with "Chinese elements" could positively affect consumption intention, quality belief perception, and the estimation of differential value and same value, and then have positive guidance for consumers' attitude towards purchasing behavior. It is suggested to choose the "Chinese element", which has been recognized by the public culture, consider both the external form of expression and the inner spiritual communication in the design, and avoid consumers’ aesthetic fatigue caused by" pan-China Wind".