온라인 리뷰 기반 고궁 문화창의상품의 사용자 구매의도에 관한 연구

초록

This study focuses on how consumers consume cultural creative products, and existing research lacks a model that empirically analyzes the underlying mechanisms of consumer purchasing behavior for Forbidden City cultural products based on real user data. This study aims to fill this gap by systematically constructing and validating a factor model influencing purchase intention for Forbidden City cultural products. Data were collected from online reviews on the Tmall platform. Sentiment and semantic analysis were conducted using ROST CM6, and a systematic grounded theory procedure (open coding, axial coding, selective coding, and theoretical saturation verification) was performed using NVivo 14. The final core categories derived were integrated into the S-O-R theoretical model. Analysis results identified three primary stimulus variables: product factors, brand value, and consumer service. Consumer perceptions (value, enjoyment, trust) were confirmed to play a key mediating role between these variables and final purchase intention. The theoretical model proposed in this study attempts a contextual extension of S-O-R theory in the field of cultural goods consumption, providing practical implications for future cultural goods development and integrated marketing communication strategy formulation.

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