THE IMPACT OF PERCEIVED VALUE ON CONSUMER PURCHASE INTENTION OF CULTURAL AND CREATIVE PRODUCTS WITH MEDIATOR CULTURE AND MODERATOR TECHNOLOGY IN HUBEI, CHINA
Cultural and creative products, as objects that re-create cultural resources by using creative and technological means, not only reflect cultural connotations but also meet consumers' perceived needs for culture. At the same time, due to the development of Internet digital technology, the proportion of online sales of cultural and creative products is getting higher and higher. Modern technology has become the driving force to promote the development of cultural and creative products. Therefore, this study builds a theoretical model of the influence of perceived value on consumer purchase intention of cultural and creative products. In this model, culture is the mediating variable and technology is the moderating variable. The purpose of this study is to explore the relationship between perceived value, culture, technology, and consumer purchase intention of cultural and creative products. In addition, his research is to provide references and suggestions for further research on improving consumer purchase intention of cultural and creative products.
Cultural and Creative Products; Consumer Purchase Intention; Perceived Value; Culture; Technology