目的 挖掘牛首山非遗文创产品影响消费者意愿的设计要素，为牛首山非遗文创产品的设计提供启示。方法构建牛首山非遗文创产品顾客购买意向影响因素理论模型，剖析产品的价格、功能、文化体现、创新体现、情感体现等5个维度的感知价值(即自变量)，分析顾客满意度(中介变量)与购买意向(因变量)的相互影响关系。设计量表和调查问卷进行实证调研，然后运用SPSS PRO的路径影响分析方法加以验证。结论 产品价格和创新体现是牛首山非遗文创产品顾客购买意愿的关键影响因素，能够辅助设计师从顾客需求入手提高顾客满意度，为牛首山非遗文创产品设计优化提供了一定理论参考及建议。

The work aims to explore the design elements of Buddhist cultural and creative products in the Niushou Mountain that influence consumers' purchasing intentions, so as to provide insights for the design and application of these products. A theoretical model of factors influencing customers' purchasing intentions for Buddhist cultural and creative products in the Niushou Mountain is constructed through research. The interrelationships among perceived value, customer satisfaction, and purchasing intention are analyzed across five dimensions of product price, functionality, cultural representation, innovation, and emotional appeal. Empirical research is conducted by designed scales and questionnaires, followed by path analysis to substantiate the findings. Product price and innovation are key factors influencing customers' purchasing intentions for Buddhist cultural and creative products in the Niushou Mountain. These findings assist designers in enhancing customer satisfaction by focusing on customer needs and provide theoretical references and suggestions for optimizing the design of Buddhist cultural and creative products in the Niushou Mountain.