Research On Factors Affecting The Willingness To Buy Cultural And Creative Products In Museums Based On Traditional Cultural Values

China’s creative cultural industry has developed rapidly,and museum cultural products and related industries are an important driving force for the transformation and development of creative culture.This article focuses on the value of traditional Chinese culture and conducts research on the new development of museum cultural and creative products under the current cultural consumption policy situation.From the perspective of consumers,it explores how consumers perceive the value of museum cultural and creative products under traditional cultural values.,And under a variety of value perceptions,consumers ’willingness and orientation to purchase museum cultural and creative products,and the impact of brand value on consumers’ purchase of museum cultural and creative products.It enriches the research content and category of museum cultural and creative products and provides a more novel perspective for future research on museum cultural and creative products.At the same time,by analyzing consumers’ value perception and purchase intention of museum cultural and creative products,it helps museums at home and abroad to better understand consumers,identify target groups,expand user stickiness,conduct market segmentation,and more targeted product development and Marketing communication promotion.This paper uses traditional cultural values including Confucian cultural value,Taoist cultural value,and Buddhist cultural value as independent variables,Brand value is the moderating variable,and empirical research and analysis have been carried out.It is concluded that(1)traditional cultural value has a positive impact on the purchase intention of museum cultural and creative products.Willingness has a positive effect;(2)Consumers’ perceived value has a positive effect on the purchase intention of museum cultural and creative products,which is manifested by the significant positive effect of functional value,emotional value,and social value on the buying intention;(3)Traditional culture Value has a positive impact on the consumer perceived value of museum cultural and creative products,which is shown as Confucian cultural value,Taoist cultural value,and Buddhist cultural value all have a positive impact on consumer perceived value;(4)Consumer perceived value in museums There is an intermediary role between the traditional cultural value of cultural and creative products and the willingness to buy,The performance value,emotional value,and social value all have an intermediary role between the traditional cultural value and purchase intention of museum cultural and creative products;(5)The brand value is between the traditional cultural value and purchase intention of museum cultural and creative products.Positive adjustment.Through in-depth analysis of the research conclusions,combined with the market background and national policies,it provides development suggestions and opinions for the future development of museum cultural and creative products and industries,including enhancing the functional value of product development;enhancing the cultural characteristics of product design;Cultural output;building museum cultural and creative IP and cross-border cooperation;and using new technologies to create Internet cultural innovative products.