Research On The Aesthetic Response And Purchase Intention Of Cultural And Creative Products Based On CVPA Theory

In the era of aesthetic economy,users pay more and more attention to the aesthetic characteristics of products.Products with aesthetic appeal can make consumers get a good aesthetic experience.Products with aesthetic appeal can also improve the added value of products and enhance the competitiveness of enterprises.However,due to the differences in people’s practice and knowledge accumulation in society,history,art and nature,people’s aesthetic prefereice and aesthetic ability for products are also different.So some scholars put forward using the degree of product visual aesthetic center（Centrality of visual product aesthetics,CVPA）on the classification of different constumet groups aesthetic(tasteand aesthetic ability.Segmentation of consumer groups can help deepfy understand the aesthetic needs of different user groups.tacifitate accurate product design positioning and product strategy decision-making,clarity design goals and directions,help enterprises avoid risks,and meet the aesthetic needs ot differentiated markets.Based on this,this paper explores the pringiples and methods of cultuiral and creative product design from the perspective ot CVPA theory.The full text starts from the following four chapters:The tirst chapter discusses the background and significance ot the research.summarizes the current research status of CVPA theory,cultural and creative product design and Tibetan culture at home and abroad.expounds the research methods and draws the research framework ol the project.The second chapter,studies and analyzes the factors related to product modeling aesthetics,explains the concepts of piychological response and behavioral response of product modeling,explores the thgory of CVPA and its influence on consumers,Gonatuets the model af consumers’ aesthetic cognitive response to product modeling and lays a foundation for the research on cultural and creative product desion methods.The third chapter,on the basia ot product CVPA percoptual engineering theory and method,to a cup as the research object,design aesthetic reaction and purchase intention experiment,on the basis of experimental investigation data,consumer can be divided into high.medium and low CVPA three groups,respectively using multiple linear regression analysis method,aesthetic factors as independent variables,and aesthetic reactions and purchase intention as dependent variable,build six relation model,provide theory support for the Tibetan culture and product design.The fourth chapter summarizes the process of cultural and creative product design based on CVPA theory and guides the design practice.Questionnaire survey and result analysis are used to verify the theoretical validity of design practice.