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

Under the background of economic internationalization,new industries based on cultural creativity have mushroomed,among which cultural and creative industries have played a decisive role in the soft power competition among countries around the world.In terms of macro economy,it is also an important power point for the GDP of all the developed countries in the world.Compared with the overseas countries,our cultural creative industry’s rise and development speed is relatively slow,but has great potential.In other words,it means that there is considerable room for development.In addition,with the help of the rich cultural resources of the museum,the cultural and creative activities of the museum have both industrial characteristics and humanistic characteristics.It can not only promote the development of the national economy,but also realize the task of carrying forward the Chinese civilization.In this context,this paper integrates the previous research theories,combined with the empirical analysis,discusses the influencing factors of museum cultural creative products purchasing behavior.First of all,in view of consumers’ purchase situation of cultural and creative products in museums,this paper uses deconstructed planning behavior theory with good explanatory power and stability as the model basis,deconstructs the belief part,proposes research hypothesis and builds a research model.The independent variables are perceived behavioral control,purchasing attitude and subjective norms,the dependent variable is purchasing behavior,and the intermediary variable is purchasing intention,thus forming this research model.Secondly,the previous maturity scale is used as the reference frame of the questionnaire.The formal questionnaire was adjusted by reliability and validity analysis.Finally,496 valid questionnaires were collected in the formal investigation stage and SPSS23.0 software was used to verify the proposed research hypothesis model.The results show that:(1)perceived behavioral control,purchasing attitude and subjective norms have a positive impact on consumers’ purchase intention,and consumers’ purchase intention has a positive impact on purchasing behavior;(2)Purchase intention plays a partial mediating role in the influence path of purchase attitude and subjective norms on purchase behavior;In the influence path of perceived behavior control on purchase behavior,purchase intention plays a completely mediating role.(3)Consumers of different genders have significant differences in their feelings of convenience and purchase intention.There were significant differences in perceived usefulness and perceived pleasure at different ages.There are significant differences in self-efficacy and perceived usefulness,perceived pleasure and perceived cultural and interpersonal influence among different occupations.According to the research conclusion,this paper also puts forward the following suggestions: First,improve the product power,balance practicability and culture.Second,the experience is immersive,allowing consumers to participate in it.Third,dig the collection culture deeply,build the cultural and creative brand.Fourth,multi-channel marketing,establish a good reputation.Fifth,develop pricing strategy to expand the market scope.Finally,this paper summarizes the relevant limitations of this study and proposes further improvements for future research.