Examining Factors Affecting Consumers’ Purchase Intentions for Chinese Museum’s Cultural and Creative Products

Abstract

Considering the Chinese museum’s cultural and creative products as an example, this study explores the transmission mechanism ofconsumers’ formation of purchase intentions for museum’s cultural and creative products. For this purpose, a structural equation model construction was employed, combined with the special characteristics of museum’s cultural and creative products. Furthermore, perceived value, behaviouralattitude, subjective norms, and perceived behaviouralcontrol were considered as antecedent variables, in addition, using SPSS 25.0 and Mplus7.4, reliability and validity analysis, correlation analysis, regression analysis, and structural equation test were conducted on the model data. Theresults revealed that perceived value, behaviouralattitudes, subjective norms, and perceived behaviouralcontrol positively affected purchase intention. Moreover, perceived entertainment, perceived culture, and perceived quality positively affected purchase intention through perceived value. Perceived behaviouralcontrol was evaluated to have the most significant influence on purchase intention, followed by behaviouralattitudes, perceived value, and subjective norms. (Pathcoefficient = 0.369, path coefficient = 0.267, path coefficient = 0.212, path coefficient = 0.159).