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<article xsi:noNamespaceSchemaLocation="http://jats.nlm.nih.gov/publishing/1.1/xsd/JATS-journalpublishing1-mathml3.xsd" dtd-version="1.1" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><front><journal-meta><journal-id journal-id-type="publisher-id">VDE</journal-id><journal-title-group><journal-title>Vocational Development and Education</journal-title></journal-title-group><issn>3066-8549</issn><eissn>3066-8557</eissn><publisher><publisher-name>Art and Design</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.61369/VDE.2025160006</article-id><article-categories><subj-group subj-group-type="heading"><subject>Article</subject></subj-group></article-categories><title>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</title><url>https://artdesignp.com/journal/VDE/1/16/10.61369/VDE.2025160006</url><author>赵蓉</author><pub-date pub-type="publication-year"><year>2025</year></pub-date><volume>1</volume><issue>16</issue><history><date date-type="pub"><published-time>2025-09-26</published-time></date></history><abstract>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&amp;ldquo;普洱景迈山古茶林文化景观&amp;rdquo;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。</abstract><keywords>启动效应,非遗茶文化,感官体验,消费者态度,购买意愿,普洱景迈山</keywords></article-meta></front><body/><back><ref-list><ref id="B1" content-type="article"><label>1</label><element-citation publication-type="journal"><p>&amp;nbsp;[1] 邓子璇. 景迈山古茶林文化景观的形成历史、遗产价值与保护利用研究[D]. 华中师范大学, 2024.&amp;nbsp;[2] 陈耀华. 景迈山申遗成功背后的文化价值与保护路径[J]. 人民政协报（海外版）, 2023(9).&amp;nbsp;[3] 甄莎 . 茶文化旅游与地学科普旅游的融合路径研究&amp;mdash;&amp;mdash;以信阳为例[J]. 四川旅游学院学报, 2020(5): 4.&amp;nbsp;[4] Bargh, J. A., &amp;amp; Chartrand, T. L. (1999). The unbearable automaticity of being. American Psychologist, 54(7), 462&amp;ndash;479.&amp;nbsp;[5] Belk, R. W. (1992). Moving possessions: An analysis based on personal documents from the 1940s to 1990s. Journal of Consumer Research, 19(3), 339&amp;ndash;361.&amp;nbsp;[6] Escalas, J. E., &amp;amp; Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378&amp;ndash;389.&amp;nbsp;[7] Gentile, C., Spiller, N., &amp;amp; Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395&amp;ndash;410.&amp;nbsp;[8] Grayson, K., &amp;amp; Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296&amp;ndash;312.&amp;nbsp;[9]Herr, P. M., Sherman, S. J., &amp;amp; Fazio, R. H. (1983). On the consequences of priming: Assimilation and contrast effects. Journal of Experimental Social Psychology, 19(4), 323&amp;ndash;340.&amp;nbsp;[10] Hirschman, E. C., &amp;amp; Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods, and propositions. Journal of Marketing, 46(3), 92&amp;ndash;101.</p><pub-id pub-id-type="doi"/></element-citation></ref></ref-list></back></article>
