青年群体对红色文创的情感认知组态分析

欧新菊; 陈江飞; 于雷; 崔健

doi:10.19554/j.cnki.1001-3563.2025.16.018

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (16) : 216-231. DOI: 10.19554/j.cnki.1001-3563.2025.16.018

工业设计

青年群体对红色文创的情感认知组态分析

欧新菊, 陈江飞, 于雷^*, 崔健

作者信息 +

Analysis of the Emotional Cognitive Configuration of Young People Towards Red Cultural and Creative Products

OU Xinju, CHEN Jiangfei, YU Lei^*, CUI Jian

Author information +

文章历史 +

摘要

目的红色文创作为红色文化传播的重要途径,是引领青年群体思潮的重要载体。面对青年群体对红色文创情感认知的多维复杂性,旨在揭示青年群体对红色文创产品情感态度、认知偏好的反映。方法对京东红色文创产品线上销量前20%的产品评论进行抓取和清理,利用LDA主题分析归纳出美感要素、精致要素、价值感知、工效要素、文化创新和愉悦要素6个价值维度作为条件变量,将红色文创消费意向作为结果变量,设计量表和调查问卷进行实证调研,采用fsQCA进行数据分析,得出优化路径并通过案例进行验证。结论在青年群体中,红色文创情感认知存在3种主导型条件组态,包括价格-成本主导型、文化-价值主导型和社会-情感主导型。研究发现,针对性地组合因素进行红色文创设计优化对满足当代青年群体的需求、推动红色文创产品的创新与发展具有重要实践价值。这一研究旨在为文化产品设计与市场推广提供深入的理解,为了更好地满足当代青年群体的需求,进一步推动红色文创产品的创新与发展。

Abstract

As an important means of spreading red culture, red cultural and creative product is an important carrier for leading the trend of thought among young people. Faced with the multidimensional complexity of the emotional cognition of young people towards red cultural and creative products, the work aims to reveal their emotional attitudes, cognitive preferences, and reactions to history, culture, and values towards red cultural and creative products. The top 20% of online sales reviews for JD's red cultural and creative products were captured and sorted out. The LDA theme analysis was employed to analyze and summarize the six value dimensions of aesthetic elements, exquisite elements, value perception, ergonomic elements, cultural innovation, and pleasure elements which were identified as conditional variables. The consumption intention for red cultural and creative products was used as the outcome variable. A scale and survey questionnaire was designed for empirical research, and fsQCA was used for data analysis to obtain optimization paths and verify the paths through case studies. Among the young people, there are three dominant conditional configurations of red cultural and creative emotional cognition, including "price-cost" dominant, "culture-value" dominant, and "society-emotion" dominant. It is found that optimizing red cultural and creative design with targeted combination factors has important practical value in meeting the needs of contemporary young people and promoting the innovation and development of red cultural and creative products. This study aims to provide a deep understanding of cultural product design and market promotion, in order to better meet the needs of contemporary young people and further promote the innovation and development of red cultural and creative products.

导出引用

欧新菊, 陈江飞, 于雷, 崔健. 青年群体对红色文创的情感认知组态分析[J]. 包装工程（设计栏目）. 2025, 46(16): 216-231 https://doi.org/10.19554/j.cnki.1001-3563.2025.16.018

OU Xinju, CHEN Jiangfei, YU Lei, CUI Jian. Analysis of the Emotional Cognitive Configuration of Young People Towards Red Cultural and Creative Products[J]. Packaging Engineering. 2025, 46(16): 216-231 https://doi.org/10.19554/j.cnki.1001-3563.2025.16.018

中图分类号： TB472

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