Volume 1,Issue 9
启动效应视角下非遗茶文化对消费者感官激活与购买意愿影响机制研究
随着非物质文化遗产的保护与传播愈加受到社会关注，如何将非遗文化有效融入现代消费语境、激发消费者共鸣与购买意愿，成为学术界与实践界的重要课题。本文基于启动效应（priming effect）理论，聚焦“普洱景迈山古茶林文化景观”这一具有世界文化遗产地位的非遗茶文化，通过梳理文化启动对感官体验的激活机制，探讨其如何进一步正向影响消费者态度与购买行为。研究发现，非遗茶文化通过视觉、嗅觉、听觉等多维感官线索激活消费者对自然、纯粹与传统的认知表征，从而增强品牌联结与价值认同，进而提升其对产品的态度和购买意愿。本文不仅丰富了启动效应在文化消费情境中的应用路径，也为非遗类品牌提供了理论支持与实践启示。
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