Study on the Influencing Factors of Consumers'Purchase Intention of Traditional Wicker Products from the Perspective of Experience
The purpose of this paper is to study the influencing factors of consumers'purchase intention for the products of willow weaving intangible cultural heritage and propose strategies for improving the design of wicker products.Firstly,based on the theory of Decomposed Theory of Planned Behavior,the hypothesis model of influencing factors of wicker products'purchase intention was constructed from the perspective of user experience.Then the questionnaire was designed and carried out,and the hypothesis was tested by analyzing the questionnaire data through a structural equation model.The data analysis results show that the functional experience,sensory experience,compatibility experience,and creative experience of wicker products significantly affect behavioral attitudes and influence consumers'purchase intentions through behavioral attitudes.The functional experience and sensory experience have the largest impact on behavioral attitude,followed by the compatibility experience,and the creative experience has a smaller impact on behavioral attitude.The impact of cultural and social experiences on behavioral attitudes is not significant.On this basis,the design strategies of wicker products were put forward,and the effectiveness of the research results was verified through the innovative design of three wicker products.This study provides a theoretical reference for the optimization design of wicker products with the purpose of increasing sales.
Intangible cultural heritageWicker productsExperiencePurchase intentionDecomposed Theory of Planned Behavior
万方数据
维普
