Considering the Chinese museum’s cultural and creative products as an example, this study explores the transmission mechanism of consumers’ formation of purchase intentions for museums’ cultural and creative products. For this purpose, a structural equation model construction was employed, combined with the special characteristics of museum’s cultural and creative products. Furthermore, perceived value, behavioral attitude, subjective norms, and perceived behavioral control were considered as antecedent variables, in addition, using SPSS 25.0 and Mplus 7.4, reliability and validity analysis, correlation analysis, regression analysis, and structural equation test were conducted on the model data.

The results revealed that perceived value, behavioral attitudes, subjective norms, and perceived behavioral control positively affected purchase intention. Moreover, perceived entertainment, culture, and quality positively affected purchase intention through perceived value. Perceived behavioral control was evaluated to have the most significant influence on purchase intention, followed by behavioral attitudes, perceived value, and subjective norms. (Path coefficient = 0.369, path coefficient = 0.267, path coefficient = 0.212, path coefficient = 0.159).