Research On Product Experience Store Based On Consumer Psychology And Behavior

The globalization of production activities makes commodities no longer have obvious regional characteristics,the rise of network economy has made consumer behavior not limited to specific places,the traditional sales model is experiencing the pain of transformation,emerging experience consumption gradually enters people’s daily life,in this context,the product experience center with experience and sales functions came into being.To selectively apply the previous research results on consumer psychology and behavior,the purpose of this paper is to find out the elements that are strongly related to consumer psychology and behavior.Through Semantic Differential method、factor analysis method and behavior observation method,from the perspective of consumers,four architectural cases of product experience and sales were investigated,it describes the characteristics of consumer psychology and consumer behavior in the new situation,discusses the relationship between them and the function,space and image display of product experience center,it is found that there are many problems,such as the difference between building image and surrounding environment,weak connection between display and sales function,experience space is scattered,experience behavior is restricted,insignificant visual perception of experience space,and large negative effect of experience environment.Based on the problems existing in the existing cases,this paper puts forward the design strategy of product experience center to adapt to the new consumption behavior from the three aspects of function,space and image display of product experience center.It is suggested that flexible dynamic function and transparent function transition should be used to create the building function,experience space centralization and user space maximization should be used to create the building space,and the modeling and appearance,decoration and management matching the products displayed and sold should be used to create the building image.Finally,through the design practice of Huzhou Xiangpiaopiao milk tea experience center,this paper expounds the value of dynamic function,experience space and visual compensation to offline sales place,the role of promoting consumption behavior and the meaning of shaping corporate image in the face of the impact of Internet fast-moving phenomenon.This thesis contains 90,000 Chinese characters,with 100 figures and 64 tables in total.