目的 将条件价值评估法融入包装设计,为乡村振兴背景下的地域农产品提出溢价区间支付意愿指导的包装设计思路。方法 通过问卷调研对农产品包装现状、消费者购买偏好与需求与支付意愿影响因素进行分层调查,运用SPSS进行信效度检验及因子提取,共得到16个设计要素、5个主成分;对条件价值评估法（Contingent Valuation Method,CVM）计算的用户溢价支付区间进行最优值限定及设计要素优先级转化。结果 以龙口粉丝农产品为例,对地域文化、消费者溢价支付意愿及粉丝包装设计要素进行有机融合,开展龙口粉丝溢价支付区间意愿指导下的包装设计实践。结论 以条件价值评估方法为导向,使消费者对商品的需求要素实现有效价值转移,对宣传地方文明、推动农村经济振兴和文化产业振兴等方面有着巨大的现实意义。
Abstract
The work aims to integrate the conditional value evaluation method into packaging design, and propose a packaging design idea guided by the willingness to pay premium interval for regional agricultural products in the context of rural revitalization. Through questionnaire surveys, a stratified investigation was conducted on the current status of agricultural product packaging, consumer purchase preference demand and factors affecting willingness to pay. SPSS was used for reliability and validity tests and factor extraction, and a total of 16 design elements and 5 main components were obtained. The user premium payment interval calculated according to the conditional value evaluation method (CVM) was limited to the optimal value and the priority of the design elements was transformed. Taking Longkou vermicelli agricultural products as an example, regional culture, consumer premium payment willingness and vermicelli packaging design elements were organically integrated to carry out packaging design practice under the guidance of Longkou vermicelli premium payment interval willingness. In conclusion, under the guidance of the conditional value evaluation method, the effective value transfer of consumer demand factors for commodities has great practical significance for promoting local civilization, rural economic revitalization and cultural industry revitalization.
关键词
乡村振兴 /
条件价值评估法（CVM） /
支付意愿 /
农产品包装
Key words
rural revitalization /
conditional value management (CVM) /
willingness to pay /
agricultural product packaging
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基金
“山东手造”产业化效能提升与价值实现路径研究（SKDZR20230014）
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