| 谢慧玲,张朵朵,何雨威.基于用户情感认知的手工艺品电商平台构建[J].包装工程,2018,39(20):259-264. |
| 基于用户情感认知的手工艺品电商平台构建 |
| Constructuring a Handicrafts E-commerce Platform Based on User's Emotion Cognition |
| 投稿时间：2018-06-11 修订日期：2018-10-20 |
| DOI：10.19554/j.cnki.1001-3563.2018.20.043 |
| 中文关键词: 手工艺品 情感认知 消费决策 电商平台 用户体验 |
| 英文关键词: handicrafts emotion cognition consumption decision-making e-commerce platform user experience |
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| 中文摘要: |
| 目的 提出基于情感认知的手工艺品电商平台构建方法，引发用户的正向情感共鸣，激励用户作出偏向于手工艺品的购买决策。方法 以“乡HOME”手工艺品网络销售平台为例，采用用户调研的方式，对其品牌的目标用户和潜在用户研究其对手工艺品的情感认知及消费行为的关系，并对市场上现有的手工艺品电商平台的内容架构进行分析，对引起用户认同的情感内容框架进行总结归纳，提出“乡HOME”的构建设想。结论 情感是刺激用户做出最终消费决策的重要因素，在手工艺品电商平台构建时，结合其产品的文化特性，建设吸引用户的情感性的内容版块，有助于其在同质化的环境下脱颖而出，促进产品销售。 |
| 英文摘要: |
| The work aims to propose the method of constructing handicrafts e-commerce platform based on emotion cognition, to trigger the user's positive emotional resonance and stimulate the user to make the purchase decision tending to the handicrafs. Taking the "乡HOME" handicrafts Internet marketing platform as an example, the user research methods were used to study the relationship between the emotion cognition of their brand's target users and potential users of the handicrafts and their consumption behavior, analyze the content structure of the e-commerce platform for the existing handicrafts on the market, summarize the emotional content framework that might arise user's acceptance, and put forward ideas and proposals on the construction of "乡HOME". Emotion is the key factor that motivates the user to make the final consumption decision. For the construction of a handicraft e-commerce platform, combined with the cultural identity of its products, the construction of contents that attract the user's emotion will be helpful to make it stand out from the homogeneous environment to promote the product sales. |
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