지각된 가치 관점에서 본 일용 도자 상품 구매행동 의도

초록

This study examined how perceived value influences consumer purchase intention toward daily-use Jingdezhen Blue and White Porcelain. Based on perceived value theory and planned behavior theory, it evaluated three value dimensions craftsmanship and performance (CPV), pattern and aesthetics (PAV), and culture and origin (COV) and the mediating roles of attitude (AT) and satisfaction (ST) using a structural equation model. An online survey of consumers with purchase or usage experience in the past year (318 responses) was analyzed, and reliability, validity, and SEM results showed satisfactory model fit. All value dimensions positively affected attitude and satisfaction, and both mediators significantly increased purchase intention, with CPV showing the strongest effect. These findings validate the three-dimensional structure of perceived value and its behavioral pathway and provide empirical evidence for design and branding strategies for culturally oriented daily-use ceramic products. And the findings clarify how perceived value connects to design and branding decisions.

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