本文選題：情感消費 + 情感需求�。� 參考：《四川美術(shù)學(xué)院》2017年碩士論文

【摘要】：隨著現(xiàn)代經(jīng)濟、文化等方面的飛速發(fā)展,消費者需求和層次已經(jīng)逐步開始由單純的物質(zhì)需求層次向精神需求層次轉(zhuǎn)變。因此,消費者對情感消費的重視程度已經(jīng)在一定程度上超過了對產(chǎn)品屬性的消費,換言之,消費者購買行為在很大程度上受情感因素的影響。時下,網(wǎng)購在大眾的日常生活中扮演著重要的角色,可以說網(wǎng)購已經(jīng)融入人們的生活之中,成為其中不可或缺的一部分。網(wǎng)購具有的各種便利優(yōu)勢激發(fā)了不同層次消費者的需求,特別是一些個性化、情感化的訴求得以充分釋放。因而,消費者在網(wǎng)購商品時開始從自身情感需求出發(fā),追求向往更高品質(zhì)的消費體驗。這就要求網(wǎng)絡(luò)商家去深度探究消費者的情感訴求,從而根據(jù)消費者情感訴求的種類進行準(zhǔn)確分析和定位,進而設(shè)計出迎合、貼合購買者情感所需的商品包裝,從而贏得他們的喜愛與青睞,在網(wǎng)購市場上占據(jù)一定的競爭優(yōu)勢。本文基于情感消費對網(wǎng)購商品的包裝形態(tài)進行研究,就是要將消費者不同種類的情感需求融入網(wǎng)購商品包裝的形態(tài)設(shè)計中來,從而在一定程度上增加網(wǎng)購商品包裝的附加值。在對網(wǎng)購商品包裝形態(tài)進行設(shè)計研究時,除了關(guān)注商品包裝的基本功能外,還要特別注重包裝對人們情感需求的滿足和適應(yīng)功能。對商品包裝形態(tài)進行富有情感性的設(shè)計,從而滿足消費者的情感需求。本章主要分析了消費者基于不同情感消費下的網(wǎng)購商品包裝類別,主要有定制型網(wǎng)購商品包裝、活動型網(wǎng)購商品包裝、禮品型網(wǎng)購商品包裝三個大類,這三種類型是對不同情感消費的抽象總結(jié)。這類包裝對商品的保護、儲存的功能要求已經(jīng)不是重點,更多關(guān)注的是通過相應(yīng)的商品包裝來展現(xiàn)消費者的情感需求,從而促使消費者進行情感消費,達到商品銷售的最終目標(biāo)。本文研究的創(chuàng)新點在于以消費者的情感需求為出發(fā)點的,通過對包裝中各種元素的綜合運用來加深消費者的情感體驗,尋找能夠順利引起消費者情感共鳴的網(wǎng)購商品包裝形態(tài)。這樣的網(wǎng)購商品包裝不僅僅能夠激發(fā)消費者暫時的購買欲望,而且能夠通過包裝自身的情感屬性與消費者建立起情感聯(lián)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.
【學(xué)位授予單位】：四川美術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：TB482

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