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Shiqi Lyu. Research on the impact of online marketing on the consumer purchase intent of museum cultural creative products. Master's Degree(Business Management). Rangsit University. Rangsit University Library. : Rangsit University, 2023.
Research on the impact of online marketing on the consumer purchase intent of museum cultural creative products
网络营销对博物馆文化创意产品消费者购买意愿影响研究
Name: Shiqi Lyu
LCSH:
Online market
LCSH:
Consumer behavior
LCSH:
Purchase intention
Abstract:
With the development of the internet, the marketing model for museum cultural
creative products is gradually shifting towards online marketing. Consumers, as a
crucial part of marketing, have a significant influence on it. This research focuses on
how online marketing affects the consumer purchase intent for museum cultural
creative products. Based on the S-O-R (Stimulus-Organism-Response) model, this study constructed a model for the purchase intent of consumers of museum cultural creative products. It employed perceived culture, perceived design, perceived innovation, and perceived interactivity as independent variables, perceived value as an intermediary variable, and consumer purchase intent as the dependent variable. The research results indicated that the perceived aspects positively influenced consumer purchase intent; perceived aspects positively influenced perceived value, while perceived value positively influenced consumer purchase intent. In addition, perceived value acted as a mediator between the perceived aspects and consumer purchase intent. Finally, this study provides corresponding recommendations based on the research findings.
Abstract:
随着互联网的发展，博物馆文化创意产品营销模式逐渐向网络营销模式发展，
而消费者作为营销中重要的部分，对营销有着重要影响，而网络营销如何对博物
馆文化创意产品消费者购买意愿产生影响是本文探析的重点。
本文基于 S-O-R 模型，以感知文化、感知设计、感知创新、感知互动性作
为自变量，将感知价值作为中介变量，将消费者购买意愿作为因变量构建博物馆
文化创意产品消费者购买意愿模型。通过数据研究结果表明，感知层面正向影响
消费者购买意愿;感知层面正向影响感知价值;感知价值正向影响消费者购买意
愿;感知价值在感知层面与消费者购买意愿中呈中介作用。最后就研究结果提出
相应建议
Rangsit University. Rangsit University Library
Address:
PATHUM THANI
Email:
rattanapornn@rsu.ac.th
Name: Jiang Haiyue
Role:
Advisor
Created:
2023
Modified:
2568-08-06
Issued:
2025-08-06
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Management
Grantor: Rangsit University
©copyrights มหาวิทยาลัยรังสิต
RightsAccess:
ใช้เวลา
0.088063 วินาที
Shiqi Lyu
| Title | Contributor | Type |
|---|---|---|
| Research on the impact of online marketing on the consumer purchase intent of museum cultural creative products
มหาวิทยาลัยรังสิต Shiqi Lyu | Jiang Haiyue | วิทยานิพนธ์/Thesis |
Jiang Haiyue