Examining factors affecting consumers’ purchase intentions for Chinese museum’s cultural and creative products
List of Authors
  • Ding Lilan , Nurul Hanim Romainoor

Keyword
  • museum, cultural and creative products, structural equation modelling, influencing factors

Abstract
  • 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 museum’s 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, behavioural attitude, subjective norms, and perceived behavioural 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, behavioural attitudes, subjective norms, and perceived behavioural control positively affected purchase intention. Moreover, perceived entertainment, perceived culture, and perceived quality positively affected purchase intention through perceived value. Perceived behavioural control was evaluated to have the most significant influence on purchase intention, followed by behavioural attitudes, perceived value, and subjective norms. (Path coefficient = 0.369, path coefficient = 0.267, path coefficient = 0.212, path coefficient = 0.159).

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