基于情感消费的网购商品包装形态研究

发布时间：2018-04-26 06:30

本文选题：情感消费 + 情感需求　；参考：《四川美术学院》2017年硕士论文

【摘要】：随着现代经济、文化等方面的飞速发展,消费者需求和层次已经逐步开始由单纯的物质需求层次向精神需求层次转变。因此,消费者对情感消费的重视程度已经在一定程度上超过了对产品属性的消费,换言之,消费者购买行为在很大程度上受情感因素的影响。时下,网购在大众的日常生活中扮演着重要的角色,可以说网购已经融入人们的生活之中,成为其中不可或缺的一部分。网购具有的各种便利优势激发了不同层次消费者的需求,特别是一些个性化、情感化的诉求得以充分释放。因而,消费者在网购商品时开始从自身情感需求出发,追求向往更高品质的消费体验。这就要求网络商家去深度探究消费者的情感诉求,从而根据消费者情感诉求的种类进行准确分析和定位,进而设计出迎合、贴合购买者情感所需的商品包装,从而赢得他们的喜爱与青睐,在网购市场上占据一定的竞争优势。本文基于情感消费对网购商品的包装形态进行研究,就是要将消费者不同种类的情感需求融入网购商品包装的形态设计中来,从而在一定程度上增加网购商品包装的附加值。在对网购商品包装形态进行设计研究时,除了关注商品包装的基本功能外,还要特别注重包装对人们情感需求的满足和适应功能。对商品包装形态进行富有情感性的设计,从而满足消费者的情感需求。本章主要分析了消费者基于不同情感消费下的网购商品包装类别,主要有定制型网购商品包装、活动型网购商品包装、礼品型网购商品包装三个大类,这三种类型是对不同情感消费的抽象总结。这类包装对商品的保护、储存的功能要求已经不是重点,更多关注的是通过相应的商品包装来展现消费者的情感需求,从而促使消费者进行情感消费,达到商品销售的最终目标。本文研究的创新点在于以消费者的情感需求为出发点的,通过对包装中各种元素的综合运用来加深消费者的情感体验,寻找能够顺利引起消费者情感共鸣的网购商品包装形态。这样的网购商品包装不仅仅能够激发消费者暂时的购买欲望,而且能够通过包装自身的情感属性与消费者建立起情感联系。
[Abstract]:With the rapid development of modern economy, culture and so on, consumer demand and level have gradually begun to change from pure material demand level to spiritual demand level. Therefore, consumers' attention to emotional consumption has to a certain extent exceeded the consumption of product attributes, in other words, consumer purchasing behavior is largely affected by emotional factors. Nowadays, online shopping plays an important role in the daily life of the public. It can be said that online shopping has been integrated into people's lives and become an indispensable part of it. All kinds of convenient advantages of online shopping stimulate the needs of consumers at different levels, especially some individualized and emotional demands can be fully released. Therefore, consumers start from their own emotional needs when shopping online, pursuing higher quality consumer experience. This requires network merchants to explore consumers' emotional demands in depth, so as to accurately analyze and locate the types of consumer emotional appeals, and then design commodity packages that cater to the needs of buyers' emotions. So as to win their love and favor, in the online shopping market to occupy a certain competitive advantage. This paper studies the packaging form of online shopping goods based on emotional consumption, which is to integrate different kinds of emotional needs of consumers into the form design of online shopping commodity packaging, so as to increase the added value of online shopping commodity packaging to a certain extent. In the course of designing and studying the packaging form of online shopping, besides the basic functions of commodity packaging, it is also necessary to pay special attention to the satisfaction and adaptation of packaging to people's emotional needs. To carry on the affective design to the commodity packing form, thus satisfies the consumer's emotion demand. This chapter mainly analyzes the consumer online shopping based on different emotional consumption of packaging categories, mainly custom-made online shopping commodity packaging, mobile online shopping commodity packaging, gift online shopping commodity packaging three categories, These three types are abstract summary of different emotional consumption. This kind of packaging for the protection of goods, storage function requirements are no longer the focus, more attention is through the corresponding commodity packaging to show consumer emotional needs, so as to urge consumers to emotional consumption, Achieve the ultimate goal of selling goods. The innovation of this paper is based on the emotional needs of consumers, through the comprehensive use of various elements in packaging to deepen the emotional experience of consumers, to find a successful consumer emotional resonance of online shopping packaging form. This kind of online shopping packaging can not only stimulate consumers' temporary desire to buy, but also establish emotional connection with consumers through the emotional attributes of packaging itself.
【学位授予单位】：四川美术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB482

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