Purchasing Behaviour of Tourism Cultural Creative Clothing Products Based on The Brand Sensitivity

Abstract

Integrating the cultural and tourism industries has become the era’s mainstream. This study focuses on consumers’ brand sensitivity behavior within the context of cultural tourism and deeply analyzes its influencing factors. Firstly, we sort out consumer perceived value, brand sensitivity, and purchasing behavior. Then, using SPSS, we collect and analyze a large amount of data. Based on the Howard-Sheth model, we construct a model treating the consumer psychology of brand sensitivity as an intrinsic variable to study the consumer behavior of cultural and creative tourism apparel products. Empirical research reveals significant factors influencing brand-sensitive behavior and how these factors impact the degree of consumer purchasing behavior. This study assists in better understanding consumer behavior, shaping cultural and creative tourism brands, and further promoting the upgrade and comprehensive development of the cultural tourism industry.