青年群体对文创产品的属性认知与偏好关系研究

Young People’s Attribute Cognition and Preference for Cultural and Creative Products

中文关键词: 文创产品  属性  消费偏好  90后  00后

英文关键词: cultural and creative products  attributes  consumer preferences  post-90s  post-00s

中文摘要:

      目的 探析文创产品的基本属性，了解90后与00后消费群体对文创产品的认知与消费偏好，指导针对特定人群的文创产品设计。方法 通过文献研讨和问卷调查法，以统计学软件spss20.00为工具进行量化研究，通过T检定、单因素变异数分析及事后检定。结论 不同性别的群体对文创产品的属性认知和偏好度没有存在显著差异，不同年龄段、不同专业背景与不同消费能力的群体对文创产品的属性认知与喜好度均存在显著差异。00后群体在文创产品属性评价及综合偏好方面均高于90后群体;非专业群体对文创产品的属性认知与喜好度均高于专业群体;消费能力弱的群体对文创产品的属性认知与喜好度均高于消费能力相对较高的群体。

英文摘要:

      This paper makes a systematic quantification study on young people (post-90s and post-2000s generation)'s attribute cognition and consumption preference of cultural and creative products by literature discussion and questionnaire survey to analyze the basic attributes of cultural and creative products with T-test, one-way ANOVA and post test module of SPSS 20.00 by using the methods of literature research and questionnaire survey. There is no significant difference in attribute cognition and preference of cultural and creative products among different gender groups. There are significant differences in the attributes recognition and preference of cultural and creative products among groups of different ages, professional backgrounds and consumption abilities. Among them, the post-00s’ attribute evaluation and comprehensive preference for cultural and creative products are higher than that of post-90s. The evaluation and preference of non-professional groups on the attributes of cultural and creative products are higher than that of professional groups. The group with weak consumption ability has higher attribute evaluation and preference for cultural and creative products than the group with high consumption ability.