Research on Consumers’ Decision-Making Factors of Cultural and Creative Products of the Palace Museum Under the Background of New Media

Abstract

With the development of social economy, new media platform has gradually become an important channel for people to communicate. The cultural and creative industry of the Palace Museum has attracted more and more people’s attention through the publicity of new media. It not only successfully creates a young Museum brand, but also better inherits and develops traditional Chinese culture. Therefore, this paper studies the influence of various factors on consumers’ purchase of cultural and creative products in the context of new media by using Decision-making Trial and Evaluation Laboratory (DEMATEL), which leads cultural and creative workers to rethink the intrinsic value of cultural and creative products, and summarizes the more optimized development direction of cultural and creative products in combination with the development of new media. The result of the experimental test indicated that the most important factor influencing consumers’ purchase decisions is the commemorative collection of cultural and creative products. It is suggested that using multimedia technology together with brand effects to enhance the memorial and collectible significance of products can strengthen the interaction and bring better development.