Consumer Purchase Intention Of Cultural And Creative Products Based On Comment Mining

In recent years,as the country of cultural creative industry support mounting and enrich people’s spiritual and cultural life,culture creative products continues to increase public awareness and degrees.At the same time,e-commerce platform for online shopping consumer provides a rich and comprehensive online reviews communication carrier,online reviews is regarded as the evaluation of product attributes and quality index,has become an important reference for consumers to buy.Under this background,the understanding and mastering online review information on the impact of cultural creative products consumers,both for online businesses to improve products and marketing strategy of electric business platform system optimization is of great significance.This study explores the attitude change of consumers’ purchase intention on the two-path framework by capturing the online review information of cultural and creative products and based on the ELM fine processing possibility model.Study of culture in the process of creative product reviews LDA theme text mining,the data to draw and to explore the influence factors of potential consumers purchase intention;Secondly,on the basis of the ELM model,combining the LDA text mining,determine the wen gen products consumers purchase intention model central path and the edge of the path,build cultural creative product purchase intention double path research model,put forward relevant assumptions.Finally,through the questionnaire to collect data,using SPSS22.0 and AMOS24.0 hypothesis test.Conclusions are as follows:(1)the central path of practical rationality,nostalgia and open innovation and cultural values of culture creative products consumers purchase intention have significant positive correlation;(2)the edge of the path of the comments the credibility and quality of information carrier of cultural creative products consumers purchase intention have significant positive correlation;(3)perceived value in practical rationality,nostalgic inheritance and intermediary effect between open innovation values and purchase intention;(4)brand trust plays a regulating role in the perceived value of consumers’ purchase intention of cultural and creative products.Finally,based on the empirical results,this study puts forward relevant management suggestions for cultural and creative enterprises and e-commerce platforms from four aspects:(1)focus on product development and design to obtain unique competitive advantages;(2)seize key factors to enhance perceived value;(3)Strengthen the supervision of e-commerce platforms and enhance consumer trust;(4)Create distinctive brands,highlighting brand positioning and recognition.