连续性
采购
结构方程建模
背景(考古学)
心理学
产品(数学)
数据库事务
技术接受模型
质量(理念)
营销
小贩
价值(数学)
广告
社会心理学
业务
计算机科学
数学
几何学
程序设计语言
可用性
古生物学
哲学
机器学习
认识论
人机交互
生物
作者
Mengyi Lin,Zhaoyang Meng,Caisheng Luo
标识
DOI:10.3389/fpsyg.2022.881957
摘要
With the development and support of modern technologies such as digital media and online live stream, it has become an effective way to promote the online transaction of museum cultural and creative products. Based on the Technology Acceptance Model combined with the Post-Acceptance Model of Information System Continuance and the theories on customer satisfaction index, this research introduces perceived interest (PI) and media richness (MR) as variables and constructs a model of the influencing factors of online consumers’ persistent purchase (PP) of museum products. The research model and related hypotheses were verified through structural equation modeling (SEM). The research found that perceived value (PV) and satisfaction (SAT) are the key variables that have impact on the PP of consumers. Perceived quality, brand trust, MR, PI, and perceived usefulness have significant effects on PV and SAT. Involvement in purchasing decisions positively moderates the impact on SAT of PV. The conclusion can be referred to for operators and product developers.
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