The Influence of 'Ugly Cute' Intellectual Property Anthropomorphism on the Purchase Intention of Cultural and Creative Products Based on the Mediating Role of Intellectual Property Identity

Under the background of "museum fever" starting from intellectual property anthropomorphism (IP anthropomorphism), this paper introduces the variable of intellectual property identity (IP identity), constructs the functional path model of consumers' purchase of "ugly cute" cultural and creative products, and analyzes the data by using questionnaires and mathematical models to explore how IP anthropomorphism affects consumers' purchase intention and analyze the mediating function that IP identity carries out between IP anthropomorphism and consumers' purchase intention in the process. This study shows that both IP anthropomorphism and IP identity have a direct positive influence on consumers' purchase intention, and IP identity does play a mediating role in the influence of IP anthropomorphism on consumers' purchase intention. Based on the results of the study, this paper proposes creative suggestions about IP design to the design department in the museum in order to help the museum increase sales of cultural and creative products and make its products meet the different needs of consumers at the same time.