Research on the Impact of Customer Perceived Value of Cultural and Creative Products on Purchase Intention

Abstract

This paper takes cultural and creative products as the research object and employs customer perceived value as the theoretical foundation. Using a questionnaire survey method, it constructs a purchase intention model to investigate the impact of perceived cultural value, perceived aesthetic value, perceived functional value, perceived emotional value, perceived social value, perceived innovative value, and perceived cost on purchase intention. Furthermore, it proposes optimization strategies for developing and marketing cultural and creative products.