Research On The Influencing Factors Of Museum's Cultural And Creative Product Consumption Willingness

The cultural creative industry is an emerging industry with creativity as its core,born under the background of economic globalization.It has played an increasingly important role in the competition of international cultural soft power,and has become an important growth point of GDP in various countries.China's cultural and creative industry started and developed relatively slowly compared with foreign countries.but also has great development potential.Relying on rich museum resources,the museum's cultural creations also have commodity attributes and cultural attributes,which can not only promote economic development,but also assume the mission of inheriting national cultureThis study takes museum's cultural creative products as the research object,and analyzes the factors that influence consumers' purchase intention.Based on previous research theories and in-depth interviews,find out the influential factors that may affect consumers'purchase intentions,and build a museum cultural and creative consumer purchase influential factors model based on planned behavior theory and perceived value theory.Collects demographic information,consumer behavior information,and attitudes to various influencing factors through questionnaires.Based on the collated data,SPSS and AMOS data analysis software were used to perform descriptive analysis,confirmatory factor analysis,reliability analysis,validity analysis,and structural equation model analysis on the survey results to verify hypotheses and revise the model.The final verification results of this study are as followsPerceived entertainment,perceived culture,and perceived quality have a positive impact on consumers' perceived value,and the impact is strong.Consumers pay attention to the aesthetics and fun of the design of cultural and creative products when they consume cultural and creative products in museums.At the same time,they also value their means of publicity.Consumers purchasing attitudes,subjective norms,and perceived value have a positive impact on purchase willingness.Perceived value directly affects willingness to buy,and indirectly affects willingness to buy through purchasing attitude and subjective norms.According to the conclusions of the study,this paper also puts forward the following Suggestions:First,accurately locate the product and give play to the role of cultural heritage;Second,pay attention to the channels of communication and expand the spread of word-of-mouth;Third,control the entertainment limit,beware of entertainment to death.