摘要
“Z世代”作为国货品牌的主流消费群体,了解其消费习惯对提升品牌体验具有引导意义。目的根据“Z世代”消费者的国货消费喜好,构建情感化理论下的品牌体验评价模型,以评估现有国货品牌对“Z世代”群体电子消费习惯的适应程度,使国货品牌更能满足“Z世代”的情感需求。方法从情感化设计的视角出发,首先利用问卷调研和数据采集总结“Z世代”的电子消费习惯、消费个性、消费文化特征等关键词,推断出消费者需求;其次,根据情感化设计理论提出“Z世代”品牌数字体验质量的准则要素;最后,运用AHP层次分析法构建“Z世代”情感化品牌体验的评价模型。结果依据判断矩阵计算得出各项评价要素的权重值,以及层次的综合权重值,对判断矩阵的重要性进行先后排序。以一款国货美妆品牌移动体验界面为例,进行打分评估,验证评价模型的合理性。结论强调品牌应该采用多层次定位和创新策略,提升“Z世代”消费者的线上体验,为丰富国货品牌的价值提供建议和方向。
As the predominant consumer demographic for domestic brands,"Generation Z"possesses consumption habits that hold valuable guiding implications for enhancing brand experiences.The work aims to construct a brand experience evaluation model tailored to the consumption preferences of"Generation Z"consumers for domestic brands to assess the extent to which existing domestic brands are adapted to the"Generation Z"demographic and ensure that brand experiences meet the specific demands of"Generation Z".From the perspective of emotional design,questionnaire sur-veys and data collection were conducted to categorize the digital consumption habits,consumption personalities,and cul-tural characteristics of"Generation Z"to extracted keywords from this process and deduce consumer requirements.Fur-thermore,criteria elements for assessing the digital brand experience quality of"Generation Z"were identified by inte-grating emotional design theory.Finally,the Analytic Hierarchy Process(AHP)was employed to construct an evaluation model for the emotional brand experience of"Generation Z".Weight values for each evaluation element were determined based on the judgment matrix,and the elements were subsequently ranked according to their importance.Taking the mobile experience interface of a domestic beauty brand as an example,scoring and evaluating were carried out to verify the rationality of the evaluation model.It is emphasized that brands should adopt multi-dimensional positioning and innova-tive strategies to enhance the online experiences of"Generation Z"consumers,thus providing recommendations for en-riching the value of domestic brands.
作者
李萍
彭鸿俊
吴祐昕
LI Ping;PENG Hongjun;WU Youxin(School of Design,Jiangnan University,Jiangsu Wuxi 214122,China)
出处
《包装工程》
CAS
北大核心
2024年第16期220-227,254,共9页
Packaging Engineering
基金
2021年度国家社科基金后期资助项目立项(21FYSB049)。
关键词
国货
Z世代
情感化设计
层次分析法
用户体验质量
domestic brands
generation z
emotional design
analytic hierarchy process
user experience quality
