A STUDY ON THE FACTORS INFLUENCING CONSUMERS' PURCHASING INTENTION OF CULTURAL AND CREATIVE PRODUCTS IN GUIZHOU NUO CULTURE MUSEUM
Article Sidebar
Main Article Content
Abstract
Nuo culture has a long history in China and is an important part of traditional folk culture. Through market-oriented operation, the Nuo Culture Museum has promoted the development of cultural tourism and creative industries while inheriting, displaying, and protecting Nuo culture. However, there are many problems in the marketization process, especially the low willingness of customers to purchase cultural and creative products. The study identified three major factors affecting purchase intention through the historical document method: consumer aesthetic needs and cultural cognition, business model and market economic factors, and management and innovation factors. Through factor analysis and structural equation analysis, it was found that aesthetic needs and cultural cognition have the greatest impact on purchase intention, followed by management and innovation, and business model and market economic factors have the least impact. There is a positive correlation between the factors. To enhance purchase intention, it is recommended to increase product design innovation, focus on cultural education and interactive experience, combine online and offline sales, launch price discount packages, and use social media platforms to increase brand exposure.
Article Details
References
An H.Y.(2022) Research on innovative strategies for enterprise economic management under the new situation. Modern Marketing (First Half), (12): 115-117. DOI:10.19921/j.cnki.1009-2994.2022-12-0115-039.
Chen C.X, Liao J.W., (2020). Museum Cultural and Creative Product Innovation Research Group (2020) Museum Cultural and Creative Product Innovation Research Group, Research the innovation of museum cultural and creative products under the integration of culture and tourism. Jiangsu Business Review, (09): 54-56. DOI:10.13395/j.cnki.issn.1009-0061.2020.09.017.
Chen S. (2023) Research on factors affecting consumer purchasing intention in the blind box context. Beijing University of Posts and Telecommunications, DOI:10.26969/d.cnki.gbydu.2023.002039.
Dong X.X. (2022) The impact of museum cultural and creative product brand personality on consumer purchasing intention. Zhejiang University of Finance and Economics, 2022. DOI:10.27766/d.cnki.gzjcj.2022.000481.
Guo Y. (2021). Research on emotional design of cultural and creative products and consumer purchase intention. Science and Technology Wind, (19): 161-162. DOI:10.19392/j.cnki.1671-7341.202119072.
Han Y.M (2023). Development and management of cultural and creative products based on collection literature resources - taking Shanghai Library as an example. Library Journal, 42(06): 68-73+112. DOI: 10.13663/j.cnki.lj.2023.06.008
Li L., Wang X.B (2023). Research on design factors affecting the willingness to consume grassland cultural and creative products. Packaging Engineering, 45 (02): 432-443. DOI:10.19554/j.cnki.1001-3563.2024.02.048.
Liu J.W. (2022). Dilemma and development of my country's labor value theory in the digital economy era. Economic Research Guide, 2022, (22): 7-9.
Liu Yong and Ke Jiaming (2023). Research on the development strategy of museum cultural and creative products driven by design management. Furniture and Interior Decoration, 30(10): 46-50. DOI: 10.16771/j.cn43-1247/ts.2023.10.009.
Lu Yal., Fan L.F, Zhai L.Y. (2022). Research on the influence of museum cultural and creative product content marketing on consumer purchase intention. Journal of North China University of Water Resources and Hydropower (Social Science Edition), 38 (04): 45-53. DOI:10.13790/j.ncwu.sk.2022.061.
Mao Y.M & Wang F.X (2023). Research on management innovation of Disney's cultural and creative products. Screen Printing, 2023, (20): 13-15. DOI: 10.20084/j.cnki.1002-4867.2023.20.00 4.
Wang E.H, Kou X.X (2023) The impact of cultural and creative product innovation on consumer purchasing intention: A case study of the Palace Museum's cultural and creative products. Modern Business, 2023, (16): 23-26. DOI:10.14097/j.cnki.5392/2023.16.013.
Wang J.L (2022). On the connotation, characteristics, factors, and realization of innovation under the modern market economy. Financial Theory and Teaching, 2022, (03): 83-85+116. DOI: 10.13298/j.cnki.ftat.2022.03.015.
Wang J.Y (2023). Research on the influence of consumer perceived value of museum cultural and creative products on consumption behavior intention in the new media era. Beijing Foreign Studies University, 2023. DOI:10.26962/d.cnki.gbjwu.2023.000416.
Wang Jun (2021). Basic characteristics, constraints, and optimization development path of the private economy. Economic Circle, 2021, (02): 9-13.
Wang Y.Y. (2022) Exploration of agile marketing model in enterprise marketing management. Modern Marketing (First Half), (10):158-161.DOI:10.19921/j.cnki.1009-2994.2022-10-0158-053.
Xie X.H. (2022). On how financial analysis can provide a reference for corporate business decisions. Quality and Market, 2022, (13): 37-39.
Yang C.Y. (2019). Research on the influencing factors of consumer purchase intention of overseas museum cultural and creative products based on cultural values. Donghua University, DOI:10.27012/d.cnki.gdhuu.2019.000338.
Zhang Y., Xu X.Y (2023). Research on the perceived value of museum cultural and creative products based on text analysis. Culture and Communication, 12(03): 1-10.
