Research on Consumers' Perceived Value of Museum Cultural and Creative Products Based on Big Data Mining and Network Evaluation

Consumers’ perceived value plays a crucial role in cultural consumption decision - making. This study selects the e - commerce platform of the Palace Museum in Beijing as a case. The Octopus Web Crawler is used to collect the annual review data of the top 50 best - selling cultural and creative products on “Forbidden City Taobao”. ROST is employed to conduct word frequency statistics and semantic network analysis on 3,174 valid reviews. The high - frequency feature words are systematically classified into a two - dimensional value system of subjective and objective values. The subjective value includes five sub - dimensions: aesthetics, emotion, service, spirit, and design; the objective value encompasses six sub - dimensions: brand, price, quality, culture, function, and society. The empirical results show that consumers’ perceived values of museum cultural and creative products are ranked as follows: aesthetic value, social value, quality value, emotional value, brand value, service value, design value, spiritual value, functional value, cultural value, and price value. The research findings provide a reference framework for value evaluation and practical guidance for the development of museum cultural and creative products.