Shiqi Lyu
ABSTRACT
With the development of the internet, the marketing model for museum cultural creative products is gradually shifting towards online marketing. Consumers, as a crucial part of marketing, have a significant influence on it. This research focuses on how online marketing affects the consumer purchase intent for museum cultural creative products.Based on the S-O-R (Stimulus-Organism-Response) model, this study constructed a model for the purchase intent of consumers of museum cultural creative products. It employed perceived culture, perceived design, perceived innovation, and perceived interactivity as independent variables, perceived value as an intermediary variable, and consumer purchase intent as the dependent variable.
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Cross Ref
- Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 19 (4), 491-504.Google ScholarCross Ref
- Shi, B., & Guangyun, Z. (2019). Analysis on Advantages and Influencing Factors of Design and Development of Museum Cultural & Creative Products. In IOP Conference Series: Materials Science and Engineering. IOP Publishing.Google Scholar
Index Terms
- Research on the Impact of Online Marketing on the Consumer Purchase Intent of Museum Cultural Creative Products
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