The Influence of the Consumption Value of Cultural and Creative Products in the Palace Museum on Consumer Satisfaction [e

故宫文创产品的消费价值对消费者满意度的影响

Name: Jianlong Wang

LCSH: Consumer behavior -- Research

Abstract: 本文主要研究故宫文创产品的消费价值与消费者满意度之间的关系，在整理了故宫文创产品、消费价值、消费者满意度的有关文献基础上，从实际出发，确定故宫文创产品的定义以及对故宫文创产品分类和特点进行了分析，进而确定了故宫文创产品的消费价值以及将其消费价值划分成了功能价值、条件价值、社会价值、认知价值、情感价值、体验价值、服务价值七个维度。通过发放调查问卷的方式进行数据收集，然后对数据进行相关性分析以及回归分析，确定了条件价值、社会价值、认知价值、体验价值、服务价值五个维度与消费者满意度之间存在显著的正向影响关系。基于此，对故宫文创产品在提高消费者满意度方面提供一些可行的建议，以期促进博物馆文创产品的发展。

Abstract: This paper mainly studies the relationship between the consumption value of the Forbidden City's cultural and creative products and consumer satisfaction. On the basis of sorting out the relevant literature of the Forbidden City's cultural and creative products, consumption value and consumer satisfaction, from the reality, it determines the definition of the Forbidden City's cultural and creative products and analyzes the classification and characteristics of the Forbidden City's cultural and creative products, and then determines the consumption value of the Forbidden City's cultural and creative products and divides it into seven dimensions: functional value, conditional value, social value, cognitive value, emotional value, experience value and service value. Data were collected by issuing questionnaires, and then the data were analyzed by correlation and regression. It was determined that there was a significant positive relationship between the five dimensions of conditional value, social value, cognitive value, experience value and service value and consumer satisfaction. Based on this, this paper provides some feasible suggestions on improving consumer satisfaction of cultural and creative products in the Forbidden City, with a view to promoting the development of cultural and creative products in museums

Dhurakij Pundit University. Learning Center and Library.

Address: BANGKOK

Email: library@dpu.ac.th

Name: Daoming Wang

Role: Principal Supervisor

Modified: 2567-09-09

Created: 2022

Issued: 2024-09-06

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration (MBA)

Level: Master's Degree

Descipline: Business Administration

Grantor: Dhurakij Pundit University

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