The Factors Why Consumer Choose Cultural Creative Products

In recent years, the cultural and creative industries have become an integral part of civilization. This study aims to explore the factors influencing consumers' choices of cultural and creative products by examining their composition. To understand these factors, the study focuses on consumers who have visited the Pier-2 Art Center in Kaohsiung as the primary research subjects. The results indicate that the cultural connotations and perceived value of cultural and creative products have an impact on consumers' purchase intentions. This suggests that the intrinsic cultural connotations of cultural and creative products are also one of the factors influencing consumers' choices. Therefore, embedding cultural connotations into cultural and creative products is likely to enhance consumers' purchase intentions.