Product Value Perception and Consumption Demand Influence Based on the "Cultural and Creative Products of the Palace Museum"

WANG Qi-yi; LEI Qing; KANG Zu-yi

doi:10.19554/j.cnki.1001-3563.2023.14.024

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Packaging Engineering ›› 2023, Vol. 44 ›› Issue (14) : 224-234. DOI: 10.19554/j.cnki.1001-3563.2023.14.024

Product Value Perception and Consumption Demand Influence Based on the "Cultural and Creative Products of the Palace Museum"

WANG Qi-yi¹, LEI Qing², KANG Zu-yi²

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Abstract

The work aims to take the "Cultural and Creative Products of the Palace Museum the consumption demand for cultural and creative products in museums from the perspective of cultural consumption, so as to provide new methodologies and ideas for the development of cultural and creative products in museums. A model was developed to illustrate the relationship between the value perception of cultural and creative products in museums and the consumption demand with emotion, society, functional quality, and functional price perception as independent variables and product category and price range as moderator variables. A sample of 17 204 online comments about the products from Store of the Palace Museum" was utilized to test the hypotheses by text mining and LDA model. The study revealed that the value perception of cultural and creative products of museums significantly influenced consumption demand. The product category and price range played a significant moderating role in the relationship between value perception factors and consumption demand. Emotion, society, and functional quality have a more substantial and balanced influence on consumption demand, while functional price perception appears to be less sensitive. Furthermore, the specific key influencing factors within each value perception dimension exhibit significant variations.

Key words

value perception; cultural and creative products of museums; online reviews; consumption demand

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WANG Qi-yi, LEI Qing, KANG Zu-yi. Product Value Perception and Consumption Demand Influence Based on the "Cultural and Creative Products of the Palace Museum"[J]. Packaging Engineering. 2023, 44(14): 224-234 https://doi.org/10.19554/j.cnki.1001-3563.2023.14.024