Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization
With the development and support of modern technologies such as digital media and online live stream, it has become an effective way to promote the online transaction of museum cultural and creative products. Based on the Technology Acceptance Model combined with the Post-Acceptance Model of Informa...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-04-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.881957/full |
| _version_ | 1818272526776664064 |
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| author | Mengyi Lin Zhaoyang Meng Caisheng Luo |
| author_facet | Mengyi Lin Zhaoyang Meng Caisheng Luo |
| author_sort | Mengyi Lin |
| collection | DOAJ |
| description | With the development and support of modern technologies such as digital media and online live stream, it has become an effective way to promote the online transaction of museum cultural and creative products. Based on the Technology Acceptance Model combined with the Post-Acceptance Model of Information System Continuance and the theories on customer satisfaction index, this research introduces perceived interest (PI) and media richness (MR) as variables and constructs a model of the influencing factors of online consumers’ persistent purchase (PP) of museum products. The research model and related hypotheses were verified through structural equation modeling (SEM). The research found that perceived value (PV) and satisfaction (SAT) are the key variables that have impact on the PP of consumers. Perceived quality, brand trust, MR, PI, and perceived usefulness have significant effects on PV and SAT. Involvement in purchasing decisions positively moderates the impact on SAT of PV. The conclusion can be referred to for operators and product developers. |
| first_indexed | 2024-12-12T21:43:28Z |
| format | Article |
| id | doaj.art-76b681466e5441e3816fc4fd4e5490d4 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-12T21:43:28Z |
| publishDate | 2022-04-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-76b681466e5441e3816fc4fd4e5490d42022-12-22T00:10:59ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-04-011310.3389/fpsyg.2022.881957881957Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of DigitalizationMengyi LinZhaoyang MengCaisheng LuoWith the development and support of modern technologies such as digital media and online live stream, it has become an effective way to promote the online transaction of museum cultural and creative products. Based on the Technology Acceptance Model combined with the Post-Acceptance Model of Information System Continuance and the theories on customer satisfaction index, this research introduces perceived interest (PI) and media richness (MR) as variables and constructs a model of the influencing factors of online consumers’ persistent purchase (PP) of museum products. The research model and related hypotheses were verified through structural equation modeling (SEM). The research found that perceived value (PV) and satisfaction (SAT) are the key variables that have impact on the PP of consumers. Perceived quality, brand trust, MR, PI, and perceived usefulness have significant effects on PV and SAT. Involvement in purchasing decisions positively moderates the impact on SAT of PV. The conclusion can be referred to for operators and product developers.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.881957/fullmuseum cultural and creative productsperceived interestperceived valueinvolvement in purchasing decisionspersistent purchase |
| spellingShingle | Mengyi Lin Zhaoyang Meng Caisheng Luo Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization Frontiers in Psychology museum cultural and creative products perceived interest perceived value involvement in purchasing decisions persistent purchase |
| title | Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization |
| title_full | Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization |
| title_fullStr | Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization |
| title_full_unstemmed | Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization |
| title_short | Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization |
| title_sort | research on the structural relationship of online persistent purchase of museum cultural and creative products in the context of digitalization |
| topic | museum cultural and creative products perceived interest perceived value involvement in purchasing decisions persistent purchase |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.881957/full |
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