Research on the Relationship between Cultural Identity and Purchase Motivation of TCM Cultural and Creative Products

Abstract

Objective: This study explores the influence of TCM cultural identity on the purchasing motivation of TCM cultural and creative products from the perspective of cultural identity in social psychology, and provides ideas for TCM cultural creative designers. Methods: Questionnaire was conducted through the TCM Cultural Identity Scale and the Purchasing Motivation Scale of TCM Cultural and Creative Product. Descriptive statistical analysis, Pearson correlation analysis and stepwise regression analysis were used to analyze the relationship between TCM cultural identity and purchasing motivation of TCM cultural and creative products. Results: The research shows that the TCM culture identity can promote the customer's purchasing decision of TCM cultural and creative products; the use value and cost performance of TCM cultural and creative products had a significant positive impact on the motivation of TCM cultural and creative products. Conclusion: In the process of developing TCM cultural and creative products, based on the cultural elements of TCM, it is necessary to consider use value and cost performance. The research can lead to the rethinking of TCM cultural and creative product developers on the design of TCM cultural and creative products and bring new ideas for the spread of TCM.