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博物馆线上活动对文博产品购买意愿影响研究
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Abstract:
在疫情的冲击下，如何提升“造血功能”成为了各大文博当下亟待解决的问题。线上活动的开展虽为博物馆带来了较多的关注度，但其背后所带来的营收效果与其发生的作用机制却未可知。基于此，本文以SOR理论(即刺激–机体–反应理论)为研究框架，构建了包括博物馆线上活动属性、消费者情绪与认知、补偿性消费心理与购买意愿的结构方程模型，使用AMOS 26.0软件通过对401份问卷展开分析，结果表明：博物馆线上活动属性(互动性、智能化程度、多样性与趣味性、情境符合性)正向影响活动参与者的购买意愿，参与者的认知与情绪在其中发挥中介作用，而补偿性消费心理并不存在显著的调节作用。该研究结论将为博物馆线上活动的开展与参与者购买意愿的提升提供理论参考。
In the face of the violent impact of the epidemic, how to improve the “hematopoietic function” has become an urgent problem to be solved by considerable amount of cultural museums. Although the museum has attracted a lot of attention through online activities, the revenue effect behind it and its mechanism of action are unknown. In order to solve this problem, this paper takes SOR (stimuli-organism-response) theory as the research framework to construct a structural equation model including museum online activity attributes, consumer emotions and cognition, compensatory consumption psychology and purchase intention. By analyzing 401 questionnaires through AMOS 26.0, the results show that the attributes of museum online activities (interactivity, intelligence, diversity and interest, and contextual compliance) positively affect the purchase intention of activity participants, and participants’ cognition and emotions play a mediating role in it. Compensatory consumer psychology does not have a significant moderating effect. The research conclusion will provide a theoretical reference for the development of online activities of museums and the improvement of participants’ purchase intentions.
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