Overview

Original Research

AN EMPIRICAL EXAMINATION OF THE EFFECT OF AESTHETICS ON CONSUMER PURCHASE INTENTION OF CULTURAL AND CREATIVE PRODUCTS

GUAN TIAN 1, SIEW POH PHUNG 2, FRAH RUKHSAR KHAN 3, and WANG YUJIAO 4.

Vol 18, No 10 ( 2023 )   |  DOI: 10.5281/zenodo.10068629   |   Author Affiliation: Limkokwing Graduate School, Limkokwing University of Creative Technology, Cyberjaya, Malaysia. Wuchang Institute of Technology, Wuhan, China 1,2,3,4.   |   Licensing: CC 4.0   |   Pg no: 1262-1271   |   Published on: 23-10-2023

Abstract

This research aims to improve consumer purchase intention by examining the influencing factors of consumer purchase intention for cultural and creative products in Hubei, China, so as to not only meet the actual needs of consumers, but also to promote the healthy development of cultural and creative companies and industries. This study uses culture as the mediating variable and science and technology as the moderating variable to illustrate the relationship between the purchase intention and the influencing factors of Generation Y and Generation Z consumers in Hubei Province.

Keywords

Cultural and Creative Products; Consumer Purchase Intention; Aesthetics; Culture; Technology.