市场营销 博物馆文创产品体验营销对顾客购买意愿的影响研究.docxVIP

PAGE PAGE 30 博物馆文创产品体验营销对顾客购买意愿的影响研究 摘要 如今国内外文创产业发展迅速，博物馆文创产品的发展规模不断扩大，成为了该行业的重点发展领域。而随着我国经济的快速发展，我国居民文化消费水平不断提高，博物馆文创产品在互联网经济的推动下迎来了新的增长点。近年来体验营销也在文创产品领域引起了广泛的关注。企业开展体验营销是为了更好地站在顾客的角度去审视产品与服务的价值，从而做出更准确的感知价值判断，最终影响顾客的购买行为。 本文根据相关理论以及前人学者的研究成果，建立博物馆文创产品体验营销对顾客购买意愿影响的研究模型，提出研究假设，并进行实证分析。研究结果表明，博物馆文创产品体验营销正向影响顾客购买意愿，感知价值在博物馆文创产品体验营销对购买意愿的影响之间存在中介效应。基于研究结果，本文针对博物馆文创产品的营销提出了相应的建议。 关键词：博物馆文创产品；体验营销；感知价值；购买意愿 Research on the influence of experience marketing of museum cultural and creative products on customers purchase intention Abstract Nowadays，the development of the cultural and creative industries is growing rapidly both in domestic and foreign countries and the scale of the museum cultural and creative products is also extending, which has become the key development area in this industry. The continuous growth of consumption level was promoted by the corresponding growth of Chinas economy. Meanwhile, the cultural and creative products ushered in a new growth point driven by the Internet economy. In recent years, experience marketing has also attracted wide attention in the field of cultural and creative products. Enterprises carry out experience marketing in order to better examine the value of products and services from the perspective of customers, so as to make more accurate judgments of perceived value and ultimately affect customers purchasing behavior. According to relevant theories and research achievements of previous scholars, this paper establishes a research model of the impact of experience marketing of museum cultural and creative products on customer purchase intention, puts forward research hypotheses, and conducts empirical analysis. The results show that experience marketing of museum cultural and creative products has a positive impact on customers purchase intention, and the perceived value has a mediating effect between the effects of the experience marketing of museum cultural and creative products on the purchase intention. Based on the