SHS Web Conf.
Volume 165, 2023The 2nd International Conference on Creative Industries and Knowledge Economy (CIKE 2023)
|Number of page(s)||6|
|Section||Creative Industry Development and Brand Management|
|Published online||03 May 2023|
Factors Influencing Chinese Consumers’ Intentions to Purchase Museum’s Cultural and Creative Products
1 School of economic and management, Beijing Jiaotong University, Beijing 100044, China
2 School of economic and management, Beijing Jiaotong University, Beijing 100044, China
3 School of economic and management, Beijing Jiaotong University, Beijing 100044, China
4 School of economic and management, Beijing Jiaotong University, Beijing 100044, China
* Corresponding author: firstname.lastname@example.org
The sales of cultural and creative products can bring substantial profit for the museums. Facing the impact of the COVID-19 pandemic, higher sales of cultural and creative products are pivotal for the sustainable development of museums. This study, based on the decomposed Theory of Planned Behavior (TPB), constructed a model of factors influencing the intentions to purchase Museum’s Cultural and Creative Products and analyzed the 1,115 questionnaires returned. The empirical results showed good fit and explanatory power of the model and validated the decomposed TPB.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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