摘 要随着经济全球化，人们的生活水平提高，在农业经济、工业经济和服务经济阶段之后的，是随之而来的体验经济。人们的生活越来越好，但是受社会文化变迁影响，我国传统节日的文化传承面临诸多问题，很多节日是有其名无其实，传统节日实际上只是假日而已，并且随着在线购物的兴起，实体店铺受到剧烈冲击，尽管如此，线下购物还是不可替代的。本文以商场活动为出发点，进行了深入研究探索。本文主要研究了以下几个问题：观众节庆现场体验如何？传统文化节庆活动对观众是否有吸引力？节庆气氛是否能感染观众？观众满意度如何？节庆气氛对商场消费是否有影响？分析当今传统节庆里，现场活动的优缺点。针对顾客对商场活动的气氛-满意度进行深入研究，通过访谈法、问卷调查法、文献法、和定性定量分析法对顾客反馈进行搜集、分析。本文重点关注观众的体验反馈，即观众的满意度，从而对商场活动的价值进行评估。对于商场的文化节庆活动，大多数消费者对商场的文化节庆活动报以一种积极参与的态度，从而可以推测，此类活动有助于提升消费者满意度。在良好的商场文化环境下，消费者有更好的情绪，这种情绪的产生，能够显著地影响消费者的购买意向与消费决策。90182

毕业论文关键词：节庆活动；商场文化；节庆气氛；消费；观众满意度

    With the economic globalization, people's living standards have improved。 After the agricultural economy, industrial economy and service economy , the next stage is experiencing economy。 People's lives are getting better, but by the impact of social and cultural changes, the traditional festivals of China's cultural heritage is facing many problems。 Many festivals are nominal and the traditional festival is actually just like a normal holiday。 With the booming of online shopping, Physical store deserves severe decrease of customer flows。 However, offline shopping is irreplaceable。 This article starts with the shopping mall activity and continue to deeply explore through researches 。 This article has studied the following questions: how to access the experience of the audience at the festival ? Are traditional cultural festivals attractive to viewers? Does the festive atmosphere affect the audience? What about audience satisfaction? Does the festive atmosphere influence consumer inclination in shopping malls? Analyze the advantages and disadvantages of today's traditional festivals。 This paper conducts an in-depth study on the atmosphere and satisfaction of the shopping mall activities, and collects and analyzes the customer feedback through the interview method, the questionnaire survey method, the literature review method and the qualitative and quantitative analysis method。 This article focuses on the audience's experience feedback, that is, the audience's satisfaction, so as to assess the value of the activities of the mall。 Most consumers are active to the activities of cultural festival。 Therefore, it is reasonable to infer that those kind of activities contribute to great improvement in consumer satisfication。 In a comfortable environment , consumers have a better mood, and this sentiment can significantly affect the consumer's intention to buy and the process of consumer decision-making。

Key words: festivals； shopping malls culture； festive atmosphere； consumption； audience satisfaction

目录

1。绪论 1

1。1研究背景 1

1。1。1体验经济 1

1。1。2文化消费 1

1。2研究意义 2

1。2。1从商场角度