Structural Equation Modelling of the Influencing Mechanism of Museum Cultural and Creative Product Purchase Intention

Abstract

The factors influencing the purchase intention (PI) towards Chinese museum cultural and creative products (MCCP) were investigated. A structural equation model that considered the specific MCCP characteristics was used. The transmission mechanism of consumers’ formation of MCCP PI was explored using antecedent variables (stimuli: perceived enjoyment [PE], perceived quality [PQ], perceived value [PV], and perceived culture [PC] and consumer-perceived normative factors: subjective norms [SN] and perceived behavioural control [PBC]); mediating variables (consumers’ cognitive and emotional states: attitude); outcome variable (response: PI). Confirmatory factor analysis and reliability, validity, and structural equation analyses of the model data were performed with SPSS 25.0 and AMOS 26.0. The results demonstrated that PC and PV positively significantly influenced PI. The PE, PV, and PC positively significantly influenced purchase attitudes (AT) among MCCP consumers. The most influential factor was PE, while PQ did not significantly influence PI and AT. The PBC, SN, and AT positively significantly affected PI. Meanwhile, PBC did not affect AT significantly. Consumers’ attitudes toward MCCP were mediated by PE, PV, PC, and PI. The findings contributed to the theoretical study of MCCP design from the consumption value perspective and provided a theoretical basis for MCCP design development.