游客感知价值对故宫文创产品购买意向的影响研究  

Effects of Visitors′Perceived Value on Their Purchase Intention of the Palace Museum′s Culture and Creative Products

作　　者：疏淑进 邵隽[1] SHU Shu-jin;SHAO Jun(School of Landscape Architecture,Beijing Forestry University,Beijing 100083,China)

机构地区：[1]北京林业大学园林学院,北京100083

出　　处：《资源开发与市场》2021年第4期498-504,共7页Resource Development & Market

基　　金：北京林业大学2018全英文研究生核心课程建设项目(编号YWKC18003)。

摘　　要：以故宫文创产品为例,构建了博物馆文创产品六维感知价值与购买意向的概念模型,并利用结构方程模型对假设加以检验。研究发现,创新价值和体验价值对游客购买意向具有显著影响,而品质价值、社会价值、价格价值并非是引起游客购买意向的主要因素。基于此,提出继续推动故宫文创产品创新,加大体验式产品开发。Taking the Palace Museum′s culture and creative products as an example,this research constructed a conceptual model of the six-dimensional perceived value and purchase intention,then used the structural equation modeling to test the hypotheses.Results showed that innovation and experience values had a significant positive effect on tourists′purchase intention,while quality,social,price,and educational values had no significant influence on purchase intention.Based on this,this research proposed to continuously promote product innovation and increase experiential product development.

关 键 词：感知价值 购买意向 博物馆 文创产品 故宫 

分 类 号：F592[经济管理—旅游管理]