The work aims todiscuss the relationship between consumer experience and purchase decisions of cultural and tourism digital collections based on the theory of consumer experience, to provide new ideas for the design and development of cultural and tourism digital collections. Research hypotheses were set for factors influencing consumers' purchase decisions of cultural and tourism digital collections from five dimensions:emotional experience, social experience, sensory experience, symbolic value, and unpredictable and scarce persuasion. The sample data were collected through questionnaires, and a structural equation model (SEM) was used to verify the research model and relevant hypotheses. It was found that emotional experience, sensory experience, symbolic value, and unpredictable and scarce persuasion had significant positive effects on purchase decisions, while social experience had no significant effect. The present findings indicate a need to focus on consumers, gain insight into their emotional dynamics from the perspectives of emotional experience, grasp their sense of identity from the perspectives of social experience, activate the five senses from the perspectives of sensory experience, highlight their self-assertion from the perspectives of symbolic value, stimulate their sense of surprise from the perspectives of unpredictable and scarce persuasion, and finally drive them to make purchasing decisions.