Research On The Influence Factors Of Purchase Intention Of Museum Cultural And Creative Products

In the context of the new era,cross-cultural exchanges are becoming more and more frequent.Enhancing cultural self-confidence and disseminating cultural products containing Chinese cultural connotations are an important part of enhancing comprehensive national strength.Cultural and creative industries are playing an increasingly important role in the international cultural soft power competition.important role.With the increase of residents’ per capita disposable income,consumption hotspots have gradually shifted to service consumption that reflects the needs of a better life,and the number of cultural service consumers such as visiting museums and cultural heritage sites has increased significantly.The traditional collection and display of cultural relics can no longer meet people’s increasing cultural needs.Museums have also followed the trend of the times and launched cultural and creative products,which have attracted people’s attention and love.In recent years,the government and relevant departments have repeatedly issued policies on encouraging and protecting the development of the cultural and creative industries in museums to promote the development of the cultural and creative industries in museums.As an extension of cultural relics collections,museum cultural and creative products can further realize the cultural and educational functions of museums,and at the same time increase the income of museums and achieve both social and economic benefits.In this context,this paper analyzes the current development status of museum cultural and creative products,and combines empirical models to study the influencing factors of museum cultural and creative products purchase intention.First of all,it summarizes the development history of cultural and creative products of museums in my country and the characteristics of each stage,focuses on analyzing the types and prices of products at this stage,and summarizes the problems existing in museums in the development of cultural and creative products.Secondly,the relevant behavioral theories are sorted out,and research hypotheses and research models are put forward based on the specific scenarios of museum cultural and creative products,and the measurement items are adjusted and adjusted through pre-investigation to obtain a formal survey questionnaire.Finally,a formal survey questionnaire was distributed,and 508 valid questionnaires were collected using SPSS 26.0 and AMOS 26.0 software to analyze the data,and construct a structural equation model to test the research hypothesis.The research results show that consumers’ perceived usefulness,perceived culture and perceived creativity all have a positive impact on purchasing attitude,among which perceived cultural impact is relatively strong,while perceived usefulness and perceived creativity are relatively weak;interpersonal Influence and social influence have a positive impact on consumers’ subjective norms,in which the role of interpersonal influence is greater than social influence;consumers’ self-efficacy and convenience conditions have a positive impact on perceived behavior control,and the influence of convenience conditions is greater than self-efficacy;purchase Attitude,subjective norm and perceived behavior control all have a positive impact on purchase intention,and the impact of purchase attitude is greater than subjective norm and perceived behavior control;consumers with different individual characteristics have different feelings on some influencing factors.Finally,based on the analysis and summary of the results of the empirical research,some suggestions are put forward.