Research On The Influencing Factors Of Consumers’ Willingness To Pay Premium For Museum Cultural And Creative Products

Museum cultural and creative products are an emerging industry based on cultural creativity in the context of economic globalization,playing an increasingly important role in international cultural soft power competition.Museum cultural and creative products have both commodity and cultural attributes.China has a long history,abundant museum resources,and huge potential for the development of cultural and creative products.At present,cultural and creative products are gradually becoming the growth point of independent revenue for museums,which is an inevitable trend of market economy prosperity and cultural development.This thesis first combs the literature on museum cultural creative products and premium willingness to pay at home and abroad,taking museum cultural creative products as the research object,to determine the focus and direction of this thesis.The theoretical research foundation of this article is established by using the S-O-R model,ABC model,and trust related theories.At the same time,9 variables that affect consumer premium payment are identified and the concept of variables is defined,including product quality,cultural elements,distinctive packaging,product price,consumer trust,consumer preference,consumer historical identity,consumer emotions,and consumer cognition.Based on the summary of previous literature,the possible correlation between variables was inferred,and 37 research hypotheses were proposed.Seven dimensions had positive and significant effects on emotional value,cognitive value,and consumers’ willingness to pay,respectively;Cognitive and emotional values play a mediating role between consumers’ willingness to pay and the seven dimensions of influencing factors.Through the form of questionnaire surveys,questionnaires were distributed and collected twice.After pre research,reliability analysis and validity testing were conducted to determine the adjusted measurement questions.A total of 500 questionnaires were distributed,and 435 valid questionnaires were screened and collected,with an effective questionnaire recovery rate of 86.8%.Descriptive statistical analysis and reliability analysis were conducted on the questionnaire survey results using SPSS software Validity testing and correlation analysis preliminarily indicate that product quality,cultural elements,distinctive packaging,price,trust,preference,and historical identity have a positive impact on consumers’ willingness to pay premiums.The correlation coefficient results show that the predictive variables are significantly positively correlated with consumers’ willingness to pay premiums,which preliminarily supports the research hypothesis of a direct effect relationship.Fourthly,the direct and indirect effects of the characteristics of museum cultural and creative products on consumers’ willingness to pay a premium were studied.Regression analysis and cognition were conducted between the seven dimensions of museum cultural and creative product quality,cultural elements,product packaging,price,trust,preferences,and historical identity and consumer cognition,as well as between the seven dimensions of museum cultural and creative products and consumer emotional value.The regression analysis of emotion and premium Willingness to pay is used to study the direct effect,and the indirect effect is tested through the mediating effect test of seven dimensions of product quality,cultural elements,product packaging,price,trust,preference and historical identity.All the hypotheses are verified.The direct effect research is carried out through the regression analysis between the seven dimensions of museum cultural and creative products product quality,cultural elements,product packaging,price,trust,preference and historical identity and consumer cognition,the regression analysis between the seven dimensions of museum cultural and creative products and consumer emotional value and cognition,emotion and Willingness to pay of premium,followed by the regression analysis of product quality,cultural elements,product packaging,price,trust The indirect effects were tested using the mediating effects of seven dimensions of preference and historical identity,and all hypotheses were validated.Finally,based on this,relevant suggestions are proposed that museum cultural and creative products should be improved through precise positioning,emphasis on communication channels,controlling entertainment boundaries,designing exquisite packaging,and increasing brand strategic investment.