Research On The Impact Of Perceived Value On Consumer Behavior Towards Museum Creative Culture Products In The New Media Era

With the arrival of the new media era and the continuous upgrading and iteration ofInternet technologies such as big data and cloud computing,many new media platforms have sprung up,and museum cultural and creative industries have gradually embarked on the digital development path.At present,many museums in China have chosen to keep up with the development trend of the times,and constantly explore the path of integrated development between new media platforms and museum cultural resources.Under this circumstance,the museum cultural and creative industry is facing new development opportunities and many challenges.However,from the perspective of operation and management in recent years,in addition to the good development momentum of the cultural and creative brands of the top museums represented by the Palace Museum,most museum cultural and creative products in China still have many development pain points such as lack of creativity,lack of personalized characteristics,and single promotion means.Therefore,how to develop high-quality museum cultural and creative products consumers love and promote active consumption behaviors,such as repeated purchase and recommending purchase,is the key issue that the museum cultural and creative industry needs to solve urgently.Based on consumer behavior theory,perceived value theory,communication theory and other theoretical foundations,with museum cultural and creative products as the research target and literature research,questionnaire survey and statistical analysis as basic research methods,this paper takes the new media scene as the breakthrough point to deeply explore the influence of consumer perceived value of museum cultural and creative products on consumer behavior willingness(including purchase willingness and new media integration willingness).At the end of the study,combined with the author’s practical work experience in the field of new media operation for nearly seven years,this paper puts forward innovative countermeasures for the marketing management of museum cultural and creative products in the new media era,which has certain theoretical and practical significance.Specifically,based on research conducted by domestic and foreign scholars,this study introduces the concept of perceived new media scene value,and divides the consumer perceived value on museum cultural and creative products into seven research dimensions,namely perceived functional value,perceived emotional value,perceived social value,perceived cultural value,perceived aesthetic value,perceived new media scene value,and perceived cost.In addition,combining consumer behavior characteristics and consumer decision-making models in the new media era,the consumer behavior intention will be measured from two perspectives,namely purchase intention and new media integration intention,constructing a research model that conforms to the development characteristics of the new media era to explore the impact of consumer perceived value for museum cultural and creative products on consumer behavior intention,proposing research hypotheses.Through applying SPSS26.0 and AMOS224.0 data analysis software,this paper conducts descriptive statistical analysis,consumer individual difference analysis,reliability and validity analysis,and normality testing and other empirical analyses on the survey data to verify the proposed hypotheses.According to the verified research results,perceived social value and perceived new media scene value have a significant positive impact on the consumer behavior intention to consume cultural and creative products in museums;perceived cost has a significant negative impact on the consumer behavior intention to consume cultural and creative products in museums;perceived cultural value positively affects consumers’ willingness to purchase cultural and creative products from museums;perceived emotional value has a positive influence on the new media integration intention of consumers for museum cultural and creative products.Moreover,through analyzing the individual differences of consumers,this study found that demographic variables(including gender,age,education level,monthly income level,urban grade differences in habitual residence,differences in familiarity for museum cultural and creative products and differences in the use of new media platforms)have varying degrees of impact on perceived value in various dimensions and consumer behavior intentions.Finally,according to the conclusions of this study,the author puts forward some reflections and suggestions related to innovation and marketing in museum cultural and creative products.First,pay attention to the personalized needs of consumers and inject trendy elements into cultural and creative products in museums;Second,attach importance to new media scene value and expand brand marketing channels in multiple dimensions;Third,focus on the creation of interactive museum cultural and creative products to attract the social masses to interact deeply;Fourth,give full play to the advantages of the new media era to promote the development and inheritance of museum culture.