Research On The Influencing Factors Of Consumer Purchase Intention Of Cultural And Creative Products Based On Cultural Values In Overseas Museums

In recent years,the scale of the global cultural and creative industries and the consumption level of culturally related products of Chinese residents have shown a clear growth trend.The museum's cultural and creative products have become the emerging growth point of China's cultural and creative products in the context of the boost of the Internet economy and the demand of consumers.The cultural and creative products related to the Palace Museum,the Nanjing Museum and the National Museum were quickly sought after by consumers.Different from the Chinese Museum cultural and creative products which started in the past two years,the overseas museum cultural and creative products were born in the 1970 s and have a long history and strong development potential.However,the retail sales of cultural products of some overseas museums represented by the Metropolitan Museum of Art in the United States are declining,causing the museum to fall into a business crisis.Correspondingly,the British Museum has actively explored the Chinese market.Since it entered T-mall in July 2018,it has been the focus of Chinese consumers,and the museum's cultural products have gradually opened up sales in China.Due to the obvious differences between Eastern and Western cultures,if overseas museums want to better adapt to the Chinese market,they must further understand the purchasing intentions and consumption preferences of Chinese consumers.This article explores the willingness of Chinese consumers to purchase cultural and creative products from overseas museums from the perspective of consumer cultural values.After that,based on the actual situation of Chinese consumers,suggestions were made for overseas museum cultural and creative products to enter the Chinese market.In addition,based on domestic and foreign research,this paper also briefly describes and evaluates the overseas museum's cultural and creative products,cultural values,perceived value,purchase intention,and the relationship between them.Based on the theory of customer value and the theory of planned behavior,this paper analyzes the influence of consumer's practical rationality,pursuit of trend,authoritativeness,independence,nostalgia,face image and other cultural values on consumers' perceived value and purchase intention.Finally,based on the above research,the research model is constructed,and hypotheses are put forward,then the data is collected online and offline in the form of questionnaires,and the structural equation model is constructed by SPSS and AMOS data statistical software for data analysis and hypothesis testing.Through empirical analysis,the paper draws the following conclusions:(1)The cultural values of practical rationality,authoritativeness,independence,and nostalgic inheritance have a significant positive impact on consumers' willingness to purchase overseas cultural and creative products.The pursuit of trend and face image has no significant impact on consumers' willingness to purchase;(2)Some cultural values can enhance consumers' perception of the cultural and creative products of overseas museums,which are embodied in practical rationality,pursuit of trend,authoritative and independent.Cultural values such as nostalgic inheritance and face image have a significant positive impact on consumers' perceived value of goods;(3)functional value,emotional value and social value play an intermediary role between cultural values and consumers' willingness to purchase cultural products from overseas museums.Finally,based on the above conclusions,this paper puts forward relevant suggestions for the overseas museum cultural and creative products to enter the Chinese market from the perspectives of product development,product sales channels and product promotion methods.