Research On The Influencing Factors Of Consumption Behavior Of Museum Cultural And Creative Products In The "Generation Z"

Museum cultural and creative products have unique cultural attributes,which are of great significance in promoting the modernization of traditional and excellent culture and enhancing the cultural confidence of the public.In the context of "Generation Z",consumers have gradually become a new driving force for driving the economy.They not only have strong consumption capacity and strong cultural consumption will,but also pay more attention to individuality and creativity,with a stronger sense of national cultural identity,and are an important audience for cultural and creative products in museums.However,at present,there are few research results on cultural and creative products in museums from a consumer perspective,focusing on the "Generation Z" consumer group,and conducting research on the consumption behavior of cultural and creative products in museums.In view of this,this article,starting from the perspective of consumer subjects,aims to promote consumer behavior,and combines the theory of consumer sociology to provide a new perspective for the study of consumer behavior of museum cultural and creative products in the "Generation Z".This article mainly explores the influencing factors of museum cultural and creative product consumption behavior of emerging consumer groups represented by "Generation Z",and uses clustering algorithms to segment consumers and propose targeted marketing suggestions.Based on the existing research,this paper sorts out the influencing factors of ten dimensions,and sorts out and improves the index system of influencing factors of the consumption behavior of cultural and creative products in museums.Through questionnaire design and pre-testing,the rationality of the questionnaire was verified,and finally 303 valid questionnaires were collected.According to the research theme and research characteristics of this paper,SPSS software was used to perform reliability validity test,descriptive analysis,factor analysis,cross-conjunction and cluster analysis.The results show that these ten factors basically explain the influencing factors of "Generation Z" consumers’ consumption behavior on museum cultural and creative products,and they are ranked according to the degree of attention: perceived aesthetics,perceived culture,perceived function,perceived innovation,perceived quality,perceived entertainment,public praise,brand value,perceived social value,perceived cost performance;The K-means clustering method was used to divide consumers into five categories: balanced consumers,social consumers,pragmatic consumers,aesthetic consumers and self-pleasure consumers.Finally,according to the results of empirical research,suggestions are put forward for the development of museum cultural and creative products in the future: strengthen consumer interaction and enhance the social value of products;Deeply excavate cultural connotation and endow products with meaning and value;Highlight the aesthetic characteristics of the integration of form and meaning,and promote the formation of brand value;Strengthen the interactive entertainment attribute and exert the emotional effect;Enhance the cultural literacy of the audience and strengthen their perception of cultural connotations.