目的 以天津哪吒城市IP文创产品为研究对象,基于刺激-机体-反应理论（S-O-R）与感知价值理论,构建“设计要素→感知价值→购买意愿”链式中介模型,揭示地域文化符号转化（ICS）、视觉创意性（IVC）、品质可靠性（IQR）3个要素对消费行为的影响机制,并验证消费者对不同设计要素的视觉注意分配特征。方法 采用问卷调研与眼动追踪相结合的主客观混合方法,运用偏最小二乘结构方程模型（PLS-SEM）检验中介效应,通过眼动实验兴趣区（AOI）分析获取客观视觉注意指标。结果 3个设计要素均对感知价值具有显著正向影响,影响权重依次为IVC（β=0.424）、IQR（β=0.304）、ICS（β=0.162）,并通过感知价值完全中介影响购买意愿（β=0.828）;眼动实验显示IVC区注视时长占比最高（49.88%）且平均单次注视时长最长（0.317 s）,与其最强路径系数一致;ICS区注视量较高（28.10%）但路径系数最小,呈现识别入口功能;IQR区呈低注视-高贡献的高效价值通道。结论 感知价值是设计要素驱动购买意愿的核心中介,IVC、IQR和ICS三者构成“创意主导-品质支撑-文化奠基”的价值生成结构,为城市IP文创产品设计优先级决策提供循证依据。
Abstract
The work aims to construct a chain mediation model of "design elements→ perceived value→ purchase intention" with Tianjin Nezha city IP cultural and creative products as the research object based on the stimulus-organism-response (S-O-R) theory and the perceived value theory, so as to reveal the influence mechanisms of three design elements, namely regional cultural symbol transformation (ICS), visual creativity (IVC), and quality reliability (IQR), on consumer behaviors, and to validate consumers' visual attention allocation patterns across different design elements. A mixed-methods approach combining questionnaire survey and eye-tracking experiment was adopted; Partial least squares structural equation modeling (PLS-SEM) was employed to examine the mediation effects, and areas of interest (AOI) analysis based on eye-tracking data was used to obtain objective visual attention metriICS. All three design elements significantly and positively influenced perceived value, with the relative weights ranked as IVC (β=0.424), IQR (β=0.304), and ICS (β=0.162), and their effects on purchase intention were fully mediated by perceived value (β=0.828). Eye-tracking results showed that the IVC region attracted the highest proportion of fixation duration (49.88%) and exhibited the longest average single-fixation duration (0.317 s), corroborating its strongest path coefficient; the ICS region attracted relatively high attention (28.10%) but presented the smallest path coefficient, indicating its function as an identification entry point; the IQR region demonstrated a high-efficiency value channel characterized by low visual attention coupled with significant path contribution.In conclusion, perceived value serves as the core mediator through which design elements drive purchase intention, and IVC, IQR, and ICS jointly constitute a "creativity-led, quality-supported, culture-grounded" value generation structure, providing evidence-based grounds for design priority decisions in city IP cultural creative product development.
关键词
城市IP /
文创产品 /
刺激-机体-反应理论（S-O-R） /
感知价值 /
偏最小二乘结构方程模型（PLS-SEM） /
眼动实验
Key words
city IP /
cultural and creative products /
stimulus-organism-response (S-O-R) theory /
perceived value /
partial least squares structural equation modeling (PLS-SEM) /
eye-tracking
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