A Study On The Influence Of Brand Cultural Attributes And Consumer Perceived Value On Purchase Intention

With the increase in per capita disposable income,people's consumption needs are upgraded from basic consumption to development and enjoyment consumption.In the context of consumption upgrades,although the cultural resources provided by the Forbidden City can meet the needs of consumers to a certain extent,in the ever-changing Internet wave,its single collection,display function and traditional operating mode are still facing the problem of continuous development.Therefore,the development and innovation of brand culture is the driving force for the sustainable development of the Forbidden City.This research reviews and sorts out the relevant literature and theories on brand culture and its attributes,consumer perception value,purchase intention,etc.,and concludes that the brand culture of the Forbidden City is the accumulation of Ming and Qing court culture,and it is also the traditional culture in the Internet age.The attributes of continuity and innovation are mainly divided into long-term stability and development and innovation.On this basis,with the relevant products of the Forbidden City as the research object,based on the SOR theoretical model,a research model of brand cultural attributes,consumer perceived value and purchase intention is proposed.Combined with the questionnaire survey,empirical analysis of 520 valid sample data with the help of SPSS 25.0,the results show that the long-term stability of brand cultural attributes has no significant impact on the dimensions of consumer perception of value and purchase intention.While the development of innovation has a significant positive impact on the various dimensions of consumer perceived value and purchase intention,and the mediating effect of the various dimensions of consumer perceived value on the influence of development innovation on purchase intention is significant.Therefore,the Forbidden City needs to pay more attention to the development and innovation of brand culture in the future development process,starting from the products,brand image,etc.,to enhance the consumer experience and strengthen the consumer's perceived value,so as to achieve the goal of a win-win economic effect and social effect.