博物馆文创产品内容营销对消费者购买意愿的影响研究

The Research on the Influence of the Content Marketing of Museum Cultural Creation Products on the Purchase Intention

博物馆文创产品通过价值型、娱乐型、情感型内容营销对消费者行为产生不同影响。为了更好地传承传统文化,促进博物馆文创品牌的良性发展,研究博物馆文创产品内容营销的作用机制具有重要的意义。本文从心理变量出发,基于具有调节效应和中介效应的分析模型,研究博物馆文创产品内容营销与消费者购买意愿之间的关系。发现博物馆文创产品内容营销正向影响消费者的购买意愿,品牌认同在博物馆文创产品内容营销和购买意愿之间起到部分中介作用,产品涉入度在价值型内容和品牌认同之间起到调节作用。

Museum cultural and creative products have different influences on consumer behavior through value,entertainment and emotional content marketing.In order to better inherit traditional culture and promote the benign development of museum cultural and creative brand,it is of great significance to study the function mechanism of content marketing of museum cultural and creative products.Starting from psychological variables and based on an analysis model with moderating effect and mediating effect,this paper studies the relationship between content marketing of museum cultural and creative products and consumers’purchase intention.The results show that the content marketing of museum cultural and creative products has a positive impact on consumers’purchase intention,brand identity plays a partial intermediary role between the content marketing of museum cultural and creative products and purchase intention,and product involvement plays a moderating role between value content and brand identity.