文化认同视角下游客对博物馆文创产品的购买意愿研究——基于782份调查问卷的实证分析

Research on Visitors'Willingness to Purchase Museum Cultural and Creative Products from the Perspective of Cultural Identity ——An Empirical Analysis Based on 782 Questionnaires

厘清影响游客对博物馆文创产品购买意愿的关键因素对于精准设计博物馆文创产品,推动馆藏文物资源的创造性转化与创新性发展意义重大。本文基于782份调查问卷,从文化认同的视角,分别从“信息获取”“社会交往”“兴趣认同”“平台活动”四个维度六个方面重点分析游客对博物馆文创产品购买意愿的影响因素。全样本分析表明,“了解并喜爱博物馆文化IP”的主观文化认同并不是影响游客文创产品购买意愿的关键因素。当游客针对博物馆文化IP产生“分享推荐”“参与群组”等具有社交属性的文化认同行为时,会正向提升对相关文创产品的购买意愿。从平台活动的维度看,游客愿意参加与博物馆文化IP相关的活动并不会影响其对博物馆文创产品的购买意愿,而“参观博物馆次数”甚至对购买意愿产生负向作用。异质性分析表明,青年群体更容易受相关圈层感染效应的影响而产生购买意愿,但更倾向于购买新奇的博物馆文创产品;非青年群体消费习惯相对稳定,在频繁地参与博物馆活动过程中容易对博物馆文化IP产生情感认同进而形成消费黏性。相对于受过初中等教育的群体,受过高等教育的群体参与与博物馆有关的文化IP活动更能激发其对博物馆文化的认同,进而强化对文创产品的购买意愿;相较于低收入群体,高收入群体只要参与了博物馆文化IP的相关活动,其对博物馆文创产品的购买意愿就会增强。

To clarify the key factors affecting visitors'willingness to purchase museum cultural and creative products(MCCP)is of great significance to accurately design MCCP and promote the creative transformation and innovative development of cultural heritage resources in museum collections.Based on the 782 questionnaires,this paper adopted cultural identity as an angle to analyze factors influencing visitors’willingness to purchase MCCP from six aspects in the four dimensions of"information acquisition","social interaction","interest identity",and"platform activities".The analysis of the full sample shows that the subjective cultural identity of"knowing and liking museum cultural IP"is not a key factor influencing visitors'willingness to purchase corresponding products.When visitors generate relevant social-cultural identity behaviors such as"sharing and recommending"and"participating in groups"in response to museum cultural IPs,they will positively increase the purchase intention of related cultural and creative products.In terms of platform activities,visitors'"willingness to participate in activities related to museum cultural Ip"does not affect their purchase intentions of museum cultural products,while the"number of museum visits"even has a negative effect on their purchase intentions.The heterogeneity analysis shows that the youth group is more likely to be influenced by related circles,but tends to buy new and unique MCCP;groups excluding young people have relatively stable consumption habits and are more likely to emotionally identify with the cultural IP through frequent participation in activities,thus forming consumption stickiness.Compared with those with primary and secondary education,those with higher education"participating in museum-related cultural IP activities"can significantly stimulate their identification with museum culture and then strengthen their willingness to purchase MCCP;compared with the low-income group,the high-income group will be more willing to purchase MCCP as long as they participate in museum-related cultural IP activities.