Research On Online Buying Behavior Of Cultural And Creative Products Of The Forbidden City

With the development of society and the advancement of science and technology,the people’s material and cultural living standards and spiritual and cultural needs are continuously increasing.More and more consumers are purchasing art derivatives to satisfy their daily aesthetic taste and improve their sense of happiness in life.As a kind of art derivative products,museum cultural and creative products are the embodiment of the museum’s connotative culture and the product of the museum’s new development direction.It uses modern technology to redesign cultural resources and artistic concepts and is very popular with consumers.The cultural and creative products of the Forbidden City have been the most successful in this regard,serving as a bridge between the public and artworks and opening up new directions for the development of the Chinese art market.The Forbidden City cannot be copied,but its successful online marketing experience is worth to explore.Therefore,this article takes the cultural and creative products of the Forbidden City as the research object and the Decomposed Theory of Planned Behavior as the basic model.Quantitative analysis is used to in-depth explore the factors and extent that affect the online purchasing behavior of cultural and creative products in the Forbidden City.Formulate a scientific overall strategy and specific plan to promote the healthy development of the museum’s cultural and creative products related market.The theoretical significance is to supplement the research field of the cultural and creative products of the Forbidden City and the research field of deconstructed planning behavior theory,and its practical significance is to be the museum’s cultural and creative products Online marketing provides valuable suggestions to help museums realize economic value and allow more audiences to get artistic influence from museum cultural and creative products.Based on the Decomposed Theory of Planned Behavior,this paper takes behavior attitude,subjective norms,and perceptual behavior control as independent variables,consumers’ purchase intention as intermediary variables,and consumers’ online purchase behavior as dependent variables to constitute the research model of this article.A questionnaire was formed by setting dimensions and items for each variable.378 valid questionnaires were collected.SPSS 26.0 was used to perform descriptive statistical analysis,reliability and validity analysis,correlation analysis,regression analysis,independent sample T test and single factor ANVOA analyzes and explores the factors that influence consumers’ online purchase of cultural and creative products of the Forbidden City.The research results show that:(1)Behavior attitudes,subjective norms,and perceptual behavior control have a significant positive effect on consumers’ purchase intentions,and consumers’ purchase intentions It has a significant positive effect on online purchase behavior;(2)Purchase intention plays an intermediary role in the influence of behavior attitude,subjective norms,and perceptual behavior control on online purchase behavior,that is,three variables will affect purchase intention through Online buying behavior;(3)There is no significant difference in the influence of gender and location on all variables,occupation has a significant difference in interpersonal influence,and the influence of age on perceived usefulness,perceived pleasure,interpersonal influence,external influence and self-efficacy There are significant differences.Academic qualifications have significant differences in perceived usefulness and self-efficacy.Monthly income has significant differences in perceived pleasure,perceived content quality,interpersonal influence,external influence,resource convenience,and technical convenience.Finally,based on the experience of the Forbidden City,this article puts forward suggestions for the online marketing of cultural and creative products of museums: First,the suggestions to the government include expanding expenditures on traditional culture and art education and establishing and improving laws and regulations on online sales.Second,the suggestions for museums include improving the quality of online customer service and actively carrying out online sales promotion;exploring cultural resources in the collection and strictly controlling product quality;making good use of opinion leaders and "event marketing" strategies;integrating online and offline products with exhibitions Channels;do a good job of market segmentation to meet the needs of the public.