Investigating the Impact of Museum Cultural and Creative Products on Consumers' Cultural Interest: A Case Study of Dunhuang

This research aims to explore the impact of museum cultural and creative products on consumers' cultural interest. Based on previous literature, this research proposed a research model to explore the crucial factors influencing consumers' cultural interest. This research selected bookmarks from Dunhuang Museum's cultural and creative products as a research case and conducted a questionnaire survey on consumers. A total of 370 valid questionnaires were collected, and structural equation modelling was used to analyze the questionnaire data. The study finds that 1) brand value, authenticity, function, and aesthetics significantly affect cultural interest, and innovation has a non-significant effect on cultural interest; 2) aesthetics and brand values have the greatest impact on cultural interest; and 3) attributes of museum cultural and creative products indirectly influence cultural interest through perceived value, satisfaction, and curiosity. This study provides a new theoretical perspective for the study of museum cultural and creative products and deepens our understanding of consumers' cultural interest.