Research On The Impact Of Customer Perceived Value Of Cultural And Creative Products On Consumer Behavior Intention Of Beijing Palace Museum

In recent years,the modernization of the museum has brought rapid development to the cultural and creative industry of the museum.However,from the current operation and management situation,the cultural and creative industry of the museum is still facing many challenges.For example,although the series of cultural and creative products developed have a high level of design,the sales volume and repeat purchase rate are not optimistic,and they are not highly recognized by customers.Therefore,how to develop excellent cultural and creative products accepted by customers and promote customers' positive consumer behavior intention such as repeat purchase,recommended purchase and premium purchase are the problems that cultural and creative product enterprises need to solve.From the perspective of customer value,this paper studies the influence mechanism of consumer behavior intention of Museum Cultural and creative products and the moderating role of word-of-mouth,which can provide reference for the marketing management of Museum Cultural and creative products,and has certain theoretical and practical significance.First of all,this study combs the relevant literature of Museum Cultural and creative products,customer perceived value and consumer behavior intention.Based on the theory of customer relationship management and the actual situation of cultural and creative products of Beijing Palace Museum,the customer perceived value is initially divided into seven dimensions: social,emotional,functional,aesthetic,service,brand value and perceived cost.Secondly,we introduce word-of-mouth as a moderating variable,customer perceived value and consumer behavior intention as independent variables and dependent variables respectively,construct the conceptual model of this study,and put forward 14 research hypotheses.Then,on the basis of the mature scale,combined with the characteristics of the research object,the questionnaire was designed.After the questionnaire was revised,the formal survey was started,and 500 valid questionnaires were obtained through online and offline channels.The main results are as follows: function,emotion,social and service value have a positive impact on consumer behavior intention,while perceived cost has a negative impact on consumer behavior intention,The impact of aesthetic and brand value on consumer behavior intention is not significant;Second,word of mouth plays a positive moderating role in the influence of function,emotion,social and perceived costs on consumer behavior intention,while it does not play a moderating role in the influence of service,aesthetic and brand value on consumer behavior intention.Finally,combined with the 4R Theory,this paper provides suggestions for the marketing management of cultural and creative products of Beijing Palace Museum from seven dimensions of perceived value.It is necessary to further enhance the perceived value of customers and attach importance to product reputation,so as to mobilize and stimulate customers' positive behavior intention and promote the development of Museum Cultural and creative products.