Study On The Influence Mechanism Of Behavioral Control On Willingness To Pay Premium Of 3D Printed Souvenirs

Technology and culture are replacing traditional resources and becoming new driving forces for the high-quality development of tourism.As a new mode of production,3D printing technology has given society a new mode of production and consumption.A new tourism experience brought by 3D printing technology--3D printing souvenirs--has appeared in major tourism scenes such as museums,art galleries and scenic spots.3D printing technology has greatly expanded the richness and breadth of the production of tourist souvenirs and injected new vitality into the production of tourist souvenirs.However,in the process of its commercial use,there are also some practical problems such as lack of product categories choices,single materials and poor man-machine interaction experience,low consumer willingness to pay.How to improve the consumption experience of 3D printed souvenirs and meet the psychological needs of tourism consumers,increase consumers’ willingness to pay premium has become an urgent research problem.This study first examines the growth and development of the emerging academic topic of 3D printing of tourist souvenirs.Then,from the perspective of service-dominant logic and psychological ownership theory,this paper discusses whether the core concept of "behavioral control" can improve the experience of 3D printing souvenir consumption,bring higher psychological ownership to tourists,increase their willingness to pay premium,and realize value co-creation.In terms of specific research content,this study adopted experimental research methods and conducted two studies to explore the influence of differences in consumer behavior control degree on psychological ownership and premium payment willingness during the consumption of 3D printed souvenirs.The results show that consumers in the high behavioral control situation will have a higher degree of Human-machine interaction with 3D printing equipment,invest more time and emotional resources,and thus feel a stronger psychological ownership of 3D printing souvenirs,enhance the perceived value of souvenirs,and show a higher willingness to pay premium.The relevant conclusions of this study expand the research field of behavioral control in psychology and psychological ownership in organizational behavior,provide insight for the research on 3D printing souvenirs,explain the mechanism affecting the premium payment intention of 3D printing souvenirs,and provide theoretical guidance for tourism enterprises to develop,introduce and optimize 3D printing souvenir equipment.The results are helpful to guide the orderly and healthy development of tourism souvenir industry.At the same time,the experimental research methods adopted in this study also provide new ideas and new methods for the study of souvenirs.