Research On Visitor’s Purchase Intention Of Museum’s Culture And Creative Products Based On Their Perceived Value

In the context of world multi-polarization and cultural diversification,the important role of improving the country’s cultural soft power in the overall national strength competition has become increasingly prominent.The cultural creative industry centered on creativity is an important part of the competition of cultural soft power.Although our country’s cultural creative industry has a relatively late start and a low level of development compared with foreign countries at this stage,as the Chinese people’s appreciation of the value of traditional culture continues to increase,its future development prospects are worth looking forward to.Since our country’s museums were gradually opened to the public for free in 2008,more people have begun to visit the museum and approach the collection of cultural relics.The museum undertakes the important task of collecting and protecting important cultural relics for thousands of years.At the same time,as a propagandist and advocate of the brilliant traditional Chinese culture,the museum should also conform to the trend of the times,continuously stimulate its own vitality,and seek diversified development methods.The museum is backed by rich collection resources.Actively developing cultural and creative industries can not only relieve the economic pressure of the museum’s daily operations,but also better perform its social and public service functions.This article hopes to focus on the research of Henan Museum’s cultural and creative products visitors’ purchase intentions,provide new ideas and perspectives on the future design and development of cultural and creative products of Henan Museum,and help the innovation and development of cultural and creative products of Chinese museums.This paper selects Henan Museum as the research object,and uses content analysis,questionnaire survey and factor analysis to analyze tourists’ purchase intention.First,read the relevant literature on perceived value,museum cultural and creative products,purchase intentions,and consumer product knowledge.And take Theory of Reasoned Action,Theory of Planned Behavior and Technology Acceptance Model as the theoretical basis of this paper.Then use Python to capture nearly 5,000 tourist online reviews from travel and life sharing platforms such as Ctrip.After cleaning,54,429 words of effective comments were obtained.ROST CM6 software was used to extract high-frequency words in the text and make hierarchical divisions.Combined with previous research,the perceived value of tourists was divided into quality value,functional value(price),emotional value,and innovation.Value,commemorative value,cognitive value and symbolic value are seven dimensions,and consumer product knowledge is introduced as a moderator variable.Based on this,a framework model between perceived value and purchase intention of cultural and creative products in Henan Museum is established as the basis of this study.Through the field questionnaire survey,a total of 282 valid questionnaires were recovered,and SPSS 26.0 data analysis software was used for data analysis to verify the proposed hypothesis and draw conclusions.The research conclusions are as follows: firstly,quality value,functional value(price),emotional value,innovation value,commemorative value,cognitive value and symbolic value all have a positive impact on the purchase intention of cultural and creative products in Henan Museum;secondly,in addition to Except for the functional value(price)dimension,consumer product knowledge did not form a significant moderating role in the relationship between the other six perceived value dimensions and tourists’ purchase intention.Then,based on the above conclusions,relevant suggestions are put forward,and the follow-up research is prospected after reviewing the shortcomings of this study.