The impact of museum creative products involvement on purchase intention: The mediating role of perceived value

In recent years, against the backdrop of the flourishing cultural industry, innovation and promotion of museum cultural and creative products have gradually attracted widespread attention. We investigated the influence of product involvement on purchase intention among 566 consumers of museum creative products, assessing the mediating role of perceived value in this relationship. The results indicate a significant positive correlation between product involvement and purchase intention. Additionally, perceived value plays a mediating role in the relationship between product involvement and purchase intention. Our research contributes to understanding the relationships among consumer product involvement, willingness to consume, and perceived value regarding museum creative products. These findings also offer practical insights for museums and related institutions to enhance purchase intention. Future research directions are suggested.