Research on Consumer Behavior Intention of Shanxi folk Hanxi Folk Art

Abstract

With the increasing proportion of art consumption in people's daily lives, new demands and concepts for art consumption are constantly emerging. This article takes the consumption behavior intention of Shanxi folk art and cultural products as the research object. Based on the theories of art, psychology, marketing, management, economics and other disciplines, this paper uses statistics, Synergistics and other analytical methods to define the connotation of art consumption behavior intention and its formation mechanism, and establishes the theoretical hypothesis of the formation mechanism model of art consumption behavior, which is verified through empirical research. This article constructs a conceptual model for the formation mechanism of consumer behavior intention in folk art and cultural products; Extracting the main influencing factors of consumer behavior intention in folk art and cultural products, including marketing activities, past behavior, aesthetic perception, aesthetic needs, aesthetic expectations, aesthetic context, aesthetic understanding, aesthetic evaluation, aesthetic creation, emotional experience, subjective norms, perceived risks, and attitudes. Substitute these factors into the conceptual model to obtain a theoretical model for the formation mechanism of consumer behavior intention in folk art and cultural products. Collect survey data and verify the impact relationship between influencing factors using SPSS software and Mplus software. The biggest difference between Shanxi's artistic and cultural products lies in their creative design. Most of its designs come from collections and have unique cultural connotations. But for consumers, the first impression of artistic and cultural products lies in the visual sense rather than the design background. Strong visual sense is beneficial to enhance consumers' emotional value perception, and thus improve their purchase intention. Consumers choose Shanxi art and cultural products among the products with the same functions and are willing to pay higher prices for them, mainly because of the design sense of the products, rather than their own use value.