消费者购买Gejia batik的意图的因素
Xizhen Li1,2, Nurul Hanim Romainoor2, Zhiqin Sun1
1School of Design and Art, Yancheng Institute of Technology, Yancheng City, 224001, China.
Heliyon
|January 1, 2024
概括
创造力和环保等质量因素积极影响消费者对 batik 产品的态度和购买意图. 消费者态度调解了这种关系,提高了旅游市场的产品竞争力.
科学领域:
- 文化遗产研究 文化遗产研究
- 消费者行为 消费者行为
- 营销 营销 营销 营销 营销
背景情况:
- 中国的非物质文化遗产 (ICH) 发展面临着产品可持续性和可接受性的挑战.
- 巴蒂克产品是ICH的一种形式,需要检查影响消费者购买决策的因素.
- 了解消费者看法对于经济可行性和传统工艺品的保存至关重要.
研究的目的:
- 调查巴蒂克产品质量因素与消费者购买意图之间的关系.
- 检查消费者态度在这种关系中的调解作用.
- 为增强芭提克产品的市场竞争力提供见解.
主要方法:
- 使用调查的定量研究方法.
- 数据收集来自381个消费者在不同的人口统计学.
- 使用SPSS 26和Process 2.15软件进行统计分析.
主要成果:
- 巴蒂克产品的创造力,美丽和环保性与消费者的态度有积极的相关性.
- 创造力,美丽和环保性显著影响购买意图.
- 消费者态度是质量因素和购买意图之间的调解者.
结论:
- 质量因素对消费者的态度和购买意图产生重大影响.
- 消费者态度是决策过程中关键的调解因素.
- 调查结果为巴蒂克制造商和设计师提供了可操作的见解,以提高市场竞争力.
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