Mechanisms influencing consumer purchase intention: Cultural and creative products in museums

Focusing on cultural sustainability, this study used structural equation modeling to develop and validate an extended model comprising the theory of reasoned action and the stimulus–organism–response framework, in order to investigate how cultural, social, emotional, and functional attributes influence consumers’ intention to purchase cultural and creative products in museums. Respondents were 503 online consumers in China. We found that cultural, social, and emotional attributes were significantly related to consumers’ perceived value and behavioral attitudes, whereas functional attributes were primarily associated with behavioral attitudes. Perceived value accounted for 21.1% of the variance in purchase intention and indirectly accounted for 31.5% of the variance through the mediator of behavioral attitudes. This research extends the applicability of the theory of reasoned action and the stimulus–organism–response model to cultural and creative products and offers practical guidance for museums in designing and marketing products that promote cultural heritage and foster sustainable development.