Research on the Influence of Customer Perceived Value on Purchase Intention of Cultural and Creative Products

The perceived value theory has a significant impact on customers’ purchase intention. This paper will take cultural and creative products as the research object, based on the structural equation model combined with the feature of cultural and creative products and taking quality value, innovation value, service value and experience value as the dependent variables, the four-dimensional conceptual model of perceived value and customer purchase intention was constructed and tested by the structural equation model to explore the intention of cultural and creative products. The results show that quality value, innovation value, service value and experience value have positive impact on customer’s purchase intention, and the perceived value has a positive impact on consumer’s purchase intention.