Research On The Influence Of Online Word-of-mouth On Thepurchase Intention Of Cultural And Creative Products In Scenic Spots ——Take SYGG As An Example

With the rapid improvement of China ’ s comprehensive national strength and the awakening of local cultural awareness,consumers are more inclined to product concepts such as “ national tide ” and “ domestic goods ”.In this wave,cultural and creative products are particularly sought after by young consumer groups because of the ingenious combination of local characteristic culture and the new lifestyle of young people at present.These groups have also become the main groups in the cultural and creative consumer market.Major tourist attractions have made efforts in the design and promotion of cultural and creative products,trying to quickly seize the minds of young consumer groups.For these small consumer groups living in the Internet era,online word-of-mouth generated and disseminated on various network platforms has a great influence on their choice preferences.Therefore,it is of great significance to analyze and find out the influencing factors and paths of online word-of-mouth on the purchase intention of cultural and creative products in tourist attractions,for each tourist attraction to win the recognition of new consumers,launch more popular ’ explosive ’products,further improve market competitiveness,and enhance their cultural visibility and influence radiation.This paper takes SYGG scenic spots cultural and creative products and their target customer groups as the research object,and takes structural equation analysis as the main method.By combing relevant research at home and abroad,and taking stimulus response theory as the overall theoretical framework,this paper constructs a research model with online word-of-mouth as the independent variable,purchase intention of cultural and creative products in tourist attractions as the dependent variable,trust as the intermediary variable,and platform attribute as the moderator variable.Through questionnaires and field surveys,combined with SPSS and AMOS data analysis software,the reliability and validity of sample data are analyzed and hypotheses are tested.Finally,the following conclusions are drawn : first.The quality of online wordof-mouth has a positive impact on the purchase intention of cultural and creative products in tourist attractions,while the number of online word-of-mouth has no significant impact on the purchase intention of cultural and creative products in tourist attractions;second.The quantity and quality of online word of mouth have a positive impact on trust;third.Trust has a positive effect on the purchase intention of cultural and creative products in tourist attractions,and plays a partial mediating role in the process of the influence of network word-of-mouth quality on the purchase intention of cultural and creative products in tourist attractions.finality.Platform objectivity has a negative moderating effect on the relationship between the number of network wordof-mouth and trust,and also have a negative moderating effect on the intermediary role of trust,but have no significant effect on the relationship between the quality of network word-of-mouth and trust.Here are some management implications : first.Pay attention to guide the construction of high-quality network word of mouth,triggering the interest of young ethnic groups;second.Pay attention to the great role of non-commercial platforms in the dissemination of product information,and use the influence of relevant opinion leaders to promote their own cultural and creative products;finality.Through brand alliance or signing the image of the spokesman,quickly establish their own brand influence,continue to enhance the confidence of young ethnic groups on their own scenic cultural and creative products.This conclusion has reference significance for tourist attractions to quickly win consumers ’ favor and create their own cultural and creative product market influence.