지각된 가치와 위험이 소비자 태도 및 구매 의도에 미치는 영향: 중국 박물관 문화상품의 온라인 구매 경험을 중심으로

This study empirically examines the effects of perceived value and perceived risk on consumer attitudes and purchase intention in the context of online purchases of museum cultural products in China. Data were collected from 327 consumers who had prior online purchasing experience of museum cultural products. The proposed research model was designed to verify the mediating role of consumer attitudes in the relationship between perceived value — comprising functional, social, and emotional value — and purchase intention, as well as the influence of perceived risk. The results of the structural equation modeling (SEM) analysis revealed that emotional value and social value had significant positive effects on consumer attitudes, whereas perceived risk exerted significant negative effects on both consumer attitudes and purchase intention. Moreover, consumer attitudes were found to play a significant mediating role between perceived value and purchase intention. This study contributes to the understanding of consumer decision-making processes in the online museum cultural product market, and provides practical implications, suggesting that strengthening emotional and social value while enhancing product reliability is a key strategy for improving online marketing performance.