Abstract
Cultural and creative products in colleges and universities play a role in disseminating the college and university culture. In order to promote their development, 19 factors impacting students’ decision on purchasing cultural and creative products in college and universities are sorted out in this paper. Then, the questionnaire method and DEMATEL are applied to analyze the influence relationship between different factors, providing references for the design of future cultural and creative products in colleges and universities. Corresponding research findings reveal that the brand construction of cultural and creative products in colleges and universities is critical to students’ purchase decision-making. Therefore, in order to improve the brand construction, various measures shall be taken from the perspective of design and marketing to strengthen the attraction of cultural and creative products in colleges and universities.
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Sun, Y., Zhang, F. (2021). Purchase Decision-Making Factors of Cultural and Creative Products in Colleges and Universities Based on DEMATEL. In: Kantola, J.I., Nazir, S., Salminen, V. (eds) Advances in Human Factors, Business Management and Leadership. AHFE 2021. Lecture Notes in Networks and Systems, vol 267. Springer, Cham. https://doi.org/10.1007/978-3-030-80876-1_27
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DOI: https://doi.org/10.1007/978-3-030-80876-1_27
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