Research on the impact of online marketing on the consumer purchase intent of museum cultural creative products

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. The research results indicated that the perceived aspects positively influenced consumer purchase intent; perceived aspects positively influenced perceived value, while perceived value positively influenced consumer purchase intent. In addition, perceived value acted as a mediator between the perceived aspects and consumer purchase intent. Finally, this study provides corresponding recommendations based on the research findings.