Impacts Of Brand Personality Of Museum Product On Purchase Intention

In 2008,China began to implement the policy of free admission to museums,and the decrease in the admission revenue of museums led to the shortage of daily maintenance funds,so many museums began to develop cultural and creative products.However,the market competition of cultural and creative products in museums is fierce,and the cultural value of products developed in most museums is low,and the homogeneity of products is serious.For this reason,museums should dig deeply into the culture of characteristic collections and create unique and distinct brand personality so as to gain the advantage of difference.Taking the cultural and creative product brand of the Palace Museum as a case,this study introduces the brand personality theory into the research of cultural and creative product brand of the museum for the first time.Through the network text analysis and factor analysis,the brand personality inventory of museum cultural and creative products was constructed,including "benevolence","trust","joy" and "elegance",with a total of 17 measurement items.This study use SPSS24.0 with Mplus7.0 software of 445 sample data to carry on the empirical analysis,from the perspective of consumer perception,based on the Self-Veri fication theory and Self-Enhancement theory,draw lessons from the S-O-R model,build the museum wen gen product brand personality and self congruence,the relationship between the purchase intention variable model,and self congruence dimension,analysis of four different types of self congruence in the brand role differences between personality and purchase intention.The results show that different types of self-congruence have different mediating effects between brand personality and purchase intention of museum cultural and creative products.The mediating effects of actual self-congruence,social self-congruence,ideal self-congruence and ideal social self-congruence were successively weakened.Based on the research conclusion,this paper puts forward the corresponding theoretical enlightenment and management enlightenment for the brand development of museum cultural and creative products,and discusses the research limitations and future research prospects.