Research on Design Elements of Tianjin Nezha City IP Cultural and Creative Products Based on PLS-SEM and Eye-Tracking Experiments

LIN Wanqing; PAN Deng; SHI Liwen; WANG Ying; LI Jiawei

doi:10.19554/j.cnki.1001-3563.2026.16.037

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (16) : 420-430. DOI: 10.19554/j.cnki.1001-3563.2026.16.037

Research on Design Elements of Tianjin Nezha City IP Cultural and Creative Products Based on PLS-SEM and Eye-Tracking Experiments

LIN Wanqing, PAN Deng^*, SHI Liwen, WANG Ying, LI Jiawei

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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 (I_CS), visual creativity (I_VC), and quality reliability (I_QR), 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 I_VC (β=0.424), I_QR (β=0.304), and I_CS (β=0.162), and their effects on purchase intention were fully mediated by perceived value (β=0.828). Eye-tracking results showed that the I_VC 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 I_CS region attracted relatively high attention (28.10%) but presented the smallest path coefficient, indicating its function as an identification entry point; the I_QR 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 I_VC, I_QR, and I_CS 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.

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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LIN Wanqing, PAN Deng, SHI Liwen, WANG Ying, LI Jiawei. Research on Design Elements of Tianjin Nezha City IP Cultural and Creative Products Based on PLS-SEM and Eye-Tracking Experiments[J]. Packaging Engineering. 2026, 47(16): 420-430 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.037

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