Investigating the Generation Z’s Online Purchase Intention of the Palace Museum Cultural and Creative Industry

Abstract

Today, with the rapidly developing cultural and creative industry and online consumption, the Palace Museum is a proud symbol of China. Cultural and creative products from the Palace Museum have progressively become the fashion of Generation Z. In order to investigate the online purchase intentions of cultural and creative products from the Palace Museum under the consumption idea of Generation Z, this article made use of the SWOT analysis approach and the Marketing Mix Theory with the 4Ps aspects (product, price, promotion and place). Collecting and analyzing existing online data and phenomena. Based on the SWOT analysis, this paper was concluding that the purchase intention of the Z generation group is affected by the aesthetics, practicality, and other aspects of the product. What’s more, the results also showed that the "experience" and "cost performance" are the biggest factors affecting the purchase intention of the Z generation group. Finally, the contribution and suggestions of this paper would be discussed in detail below.