Examining the Impact of the Design of Cultural Products of the Yinxu in Anyang, China on Consumer Purchase Intention Based on the Theory of Perceived Value

This study focuses on exploring the core factors that influence the purchasing intentions of consumers of cultural products in Anyang, China. Based on the consumer perception value theory, through the focus group interview, the value dimension is positioned at four core levels: functional value, cognitive value, emotional value and price value. Mature scale was used in the questionnaire and SPSS software was used for empirical analysis. The findings suggest that all four levels of value have a positive impact on consumers' purchasing intentions.The influence intensity is functional value (multifunctional), price value (Suitability), emotional value (novelty), cognitive value (cultural experience),According to the research results, the following suggestions should be made to develop multi-functional cultural products, subdivide the price level of cultural products, integrate creative thinking in the design process, and design products with unique styles. Innovative cultural expressions and interactive experiences enrich consumer cultural experiences. The results of this study not only provide empirical support for the design and marketing of cultural products in Yinxu, but also provide reference for the marketing of other cultural heritage products.