A Study of Consumers’ Ambivalent Attitude Toward Cultural Creative Products
- 10.2991/978-2-494069-31-2_398How to use a DOI?
- ambivalent attitude; cultural creative products; purchase intention
Based on the ambivalent attitude theory, this paper summarizes the attributes of cultural creative products. In light of this, the factors influencing consumers’ ambivalent attitude toward cultural creative products are proposed from both the internal individual and external situation aspects of consumers, specifically:(1) in terms of individual factors, consumer involvement, perceived consumer effectiveness, and price sensitivity influence ambivalent attitude respectively; (2) in terms of situational factors, choice richness and persuasion influence ambivalent attitude respectively. In addition, this paper also explores the negative effect of ambivalent attitude on purchase intention. The study contributes to a deeper understanding of ambivalent attitude and has implications for the marketing management of cultural creative businesses.
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Cite this article
TY - CONF AU - Heda Zhang AU - Siyang Wen AU - Lin Lin AU - Sheng Luo AU - Tianxiang Song PY - 2022 DA - 2022/12/29 TI - A Study of Consumers’ Ambivalent Attitude Toward Cultural Creative Products BT - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022) PB - Atlantis Press SP - 3387 EP - 3396 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-31-2_398 DO - 10.2991/978-2-494069-31-2_398 ID - Zhang2022 ER -