Select data.xlsx

With the rapid development of the cultural and creative industries, museum cultural and creative products (MCCPs) have become important mediums for preserving traditional culture and enhancing public cultural literacy. However, as a vital institution for the preservation and transmission of Qilu culture, Shandong Museum faces several challenges in developing and marketing MCCPs, including a lack of distinctive product features, weak brand awareness, and insufficient consumer purchase intentions (PIs). To explore the factors influencing tconsumer PIs for MCCPs, this study systematically reviewed relevant literature and constructed a theoretical model encompassing perceived quality, PI, perceived usefulness, perceived cultural value, perceived value, consumer satisfaction, and purchase intention. Empirical analysis was conducted using structural equation model. The findings indicate that perceived quality and perceived usefulness have significant positive effects on perceived value and purchase intention, while perceived value and consumer satisfaction are the core drivers of purchase intention. However, the direct effect of perceived cultural value on purchase intention was not significant. These results suggest that in the decision-making process, consumers focus more on the functionality and overall value of the product rather than on cultural attributes alone. This study offers important insights for the design and marketing of MCCPs at Shandong Province Museum: efforts should focus on improving product quality and functionality while achieving an organic integration of cultural connotations and practical value. By optimizing the consumer experience, this approach aims to achieve a harmonious development of market demand and cultural dissemination.