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http://dx.doi.org/10.5392/JKCA.2021.21.08.123

The Effects of Consumer Perceived Value on the Attitude and Purchasing Intention of Cultural and Creative Products in the Palace Museum in China  

Zhang, Binyuan (세종대학교 경제학과)
Pang, Qiwei (세종대학교 경제학과)
Wei, Yingmei (중원공대학 경제관리학과)
Bae, Ki-Hyung (세종대학교 경제학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.8, 2021 , pp. 123-136 More about this Journal
Abstract
The Palace Museum Cultural Creative Products on Attitude and Purchasing Intention. Online surveys were conducted on consumers who had consumed Cultural and Creative Products of the Palace Museum in the past. There were 305 valid questionnaires empirical survey was analyzed. The results of the study are as follows. First, it was found that all three variables of Consumer Perceived Value had a significant positive effect on product Attitude. Second, among the three variables of Consumer Perceived Value, the Cultural Educational Value did not significantly affect the onsumer urchasing ntention, but other variables had a significant positive effect on the Consumer Purchasing Intention. Third, it was verified that Attitude has a positive effect on Purchasing Intention. Fourth, it was found that there was a partial mediating effect of the Attitude between the Perceived Value and the Consumer Purchasing Intention. According to the research results, while maintaining the cultural identity of cultural and creative products, it is necessary to adopt reasonable methods to maximize the sense of enjoyment and comfort, enriching the daily use functions and rationalizing the price standards.
Keywords
The Palace Museum; Cultural Creative Products; Perceived Value; Attitude; Purchasing Intention;
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