The Influence of Different Dimensions of Innovation on Consumers'Purchase Intention of Cultural and Creative Products—Mediating Effect Based on Perceived Value of Innovation
With the booming development of the cultural and tourism industry,the innovation and development of cultural and creative products,as an important link in the cultural and tourism industry chain,has also received widespread attention.Based on the SOR theoretical model,this study takes the innovations in the four dimensions of function,form,service and cultural connotation of cultural and creative products as the stimulating factors,and the perceived value of innovation as the mediating variable,and investigates the mechanism of the influence of the innovations in different dimensions of cultural and creative products on the consumers'purchase intention by constructing a structural equation model.According to the results of the study,innovations in function,form,service and cultural connotation of cultural and creative products have a direct positive effect on consumers'purchase intention;consumers'perception of innovation value has a significant partial mediating role in the four different dimensions of innovation and purchase intention of cultural and creative products.Finally,based on the results of the study,relevant countermeasures are proposed for the innovation of cultural and creative products.
Cultural and Creative Product InnovationPerceived Value of InnovationPurchase Intention
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