Strategy of Local Cultural and Creative Products Based on Customer Perceived Value

This study investigates the factors influencing contemporary college students purchase intentions toward local cultural and creative products by examining customer perceived value. Based on the theoretical framework established by Sweeney and Soutar and contemporary research results, customer perceived value was categorized into five dimensions: perceived functional value, perceived aesthetic value, perceived emotional value, perceived cultural value, and perceived social value. Through structural equation modeling (SEM), the empirical analysis of 459 valid questionnaires revealed that perceived cultural, functional, and social values significantly and positively impact purchase intentions, with perceived cultural value having the strongest influence. This result suggests that younger consumers are more concerned with practicality, cultural significance, and social attributes when purchasing such products, rather than relying solely on visual appeal or enjoyment. Additionally, the findings highlight the respondents' price sensitivity, indicating preferences for lower-priced products typically associated with travel experiences and impulse buying behaviors. Strategic recommendations include emphasizing unique cultural attributes, enhancing practical functionality, leveraging social attributes, adopting diversified pricing strategies, and expanding marketing channels to effectively target the college student market. This study contributes to a deeper understanding of younger consumers perceived value in cultural and creative product consumption and provides valuable insights for product development and marketing strategies.