Factors Influencing Chinese Consumers’ Intentions to Purchase Museum’s Cultural and Creative Products

Abstract

The sales of cultural and creative products can bring substantial profit for the museums. Facing the impact of the COVID-19 pandemic, higher sales of cultural and creative products are pivotal for the sustainable development of museums. This study, based on the decomposed Theory of Planned Behavior (TPB), constructed a model of factors influencing the intentions to purchase Museum’s Cultural and Creative Products and analyzed the 1,115 questionnaires returned. The empirical results showed good fit and explanatory power of the model and validated the decomposed TPB.