The Effects of Cultural and Creative Product Attributes on Consumers' Purchase Intention: Based on Customer Perception Value Theory

Xiaoyi Xu

doi:10.54254/2754-1169/9/20230384

Research Article

Open access

Published on 13 September 2023

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Xu,X. (2023). The Effects of Cultural and Creative Product Attributes on Consumers' Purchase Intention: Based on Customer Perception Value Theory. Advances in Economics, Management and Political Sciences,9,221-226.

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The Effects of Cultural and Creative Product Attributes on Consumers' Purchase Intention: Based on Customer Perception Value Theory

Xiaoyi Xu *^,1,

¹ Beijing Etown Academy

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/9/20230384

Abstract

It is still unclear how cultural and artistic product characteristics affect customers’ purchase intention. Based on the comparative study of cultural and creative products in two typical museums—the Palace Museum and the British Museum—this paper explores the influence mechanism of product characteristics on purchase intention according to the theory of customer perceived value and finds that tool properties could promote functional value, the cultural metaphor could facilitate spiritual value, social orientation could enhance social value, and the richness of media has the function of promotion and spreading. The contribution of this study is to enlighten the marketing strategies of cultural and creative products.

Keywords

cultural and creative product, customer perceived value, marketing

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References

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

Conference website: https://2023.confbps.org/

ISBN：978-1-915371-45-4(Print) / 978-1-915371-46-1(Online)

Conference date: 26 February 2023

Editor：Canh Thien Dang, Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.9

ISSN：2754-1169(Print) / 2754-1177(Online)

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