Research on Consumers’ Cognition and Satisfaction with Narrative Design of Ceramic Jewelry

초록

This article takes the winning works of the first “Blue and White Porcelain Award” ceramic jewelry competition in China in 2023 as the research object. Through literature review, it sorts out five visual symbols of narrative design in ceramic jewelry and designs a questionnaire based on these symbols. After more than a month of research, a total of 375 valid samples were collected. Descriptive statistics and reliability and validity analyses were conducted using the SPSSAU online platform. The structural equation model (SEM) was adopted to test the theoretical path rationality and goodness of fit of the consumer satisfaction evaluation model of narrative design for ceramic jewelry constructed in this paper, further exploring the influence mechanism of narrative design on consumers' expectations, cognition, satisfaction, and loyalty. The research results show that the questionnaire scale has good reliability, validity, and model fit. Consumer expectations have a significant positive impact on both product cognition and experience cognition. Both further positively drive satisfaction, and satisfaction also shows a positive effect on loyalty. The degree of fit of narrative visual symbols is a key influencing factor. This research aims to provide theoretical support and practical reference for the adaptation and optimization of visual symbols in narrative design of ceramic jewelry, the construction of narrative paths for cultural and creative products, and the satisfaction evaluation of niche cultural products.

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