Study On The Influence Factors Of Purchase Intention Of Tourism Cultural And Creative Products Based On Decomposed Theory Of Planned Behavior

In recent years,with the rapid development of China’s social economy,tourism demand has continued to grow.Tourism shopping is one of the shortcomings of China’s tourism industry.Therefore,China urgently needs to promote the integrated development of tourism and other industries,follow the tourism market to carry out supply-side reforms of the tourism industry,and meet the demand for tourism shopping from tourists,thereby increasing the income of tourism shopping.In the context of the increasing integration of cultural and creative industries and tourism,tourism departments develops tourism cultural and creative products based on consumers’ demand,which is of great significance to enhance the competitiveness of tourist destinations and promote the longterm development of local tourism.In this context,this paper reviews past research theories and combines with empirical research to study the influence factors of purchase intention of tourism cultural and creative products.First of all,this paper sorts out the relevant theories that explain individual behavioral decisions,decomposes the beliefs based on the specific application situation of consumers’ purchase of tourism cultural and creative products,puts forward research hypotheses,and constructs the research model.Secondly,based on the mature scale of previous studies,this paper designs a pre-survey questionnaire in line with this study.After the reliability and validity analysis,the formal research questionnaire is revised.Finally,379 valid questionnaires are collected through online distribution.The data are analyzed by SPSS25.0 and AMOS26.0 software to verify the proposed research hypothesis and the constructed structural equation model.Through the study of this paper,the following conclusions can be drawn: Perceived usefulness,perceived enjoyment and perceived culturality have a positive impact on consumers’ attitudes towards purchasing tourism cultural and creative products,and the most influential factor is perceived enjoyment.Interpersonal relationships and external environment have a positive impact on consumers’ subjective norms.Self-efficacy and availability have a positive effect on consumers’ perceived behavior control,and the influence of availability is greater than self-efficacy.Purchase attitude,subjective norms and perceived behavior control all have a positive impact on purchase intention of tourism cultural and creative products,and the most influential one is purchase attitude.The DTPB model has good explanatory power and applicability to the study of purchase intention of tourism cultural creative products.Finally,based on the results of the empirical study,this paper analyzes and summarizes the research conclusions from two aspects of theory and practice,and puts forward the prospects for the follow-up related studies.