The Effects of Cultural and Creative Product Attributes on Consumers' Purchase Intention: Based on Customer Perception Value Theory

Abstract

It is still unclear how cultural and artistic product characteristics affect customers purchase intention. Based on the comparative study of cultural and creative products in two typical museumsthe Palace Museum and the British Museumthis paper explores the influence mechanism of product characteristics on purchase intention according to the theory of customer perceived value and finds that tool properties could promote functional value, the cultural metaphor could facilitate spiritual value, social orientation could enhance social value, and the richness of media has the function of promotion and spreading. The contribution of this study is to enlighten the marketing strategies of cultural and creative products.