Innovative media marketing models of the Palace Museum and their influence on consumer perceived experience
Siyu He
Iqra Business School, Universiti Geomatika Malaysia/New Epoch School of Tourism and Civil Aviation Management, Haikou University of Economics
Md.
Iqra Business School, Universiti Geomatika Malaysia
DOI: https://doi.org/10.59429/bam.v8i3.15444
Keywords: cultural and museum new media marketing; consumer attractiveness; consumer satisfaction; cultural creative IP; mediation effect
Abstract
With the spread of digital technology and changes in people's cultural consumption in recent years, many museums and other cultural institutions have begun to integrate new media in their work. The Palace Museum is the object of research in this paper, and a theoretical system for new-media marketing model innovation, consumer appeal and consumer satisfaction has been established. The four directions of new media marketing innovation are content, visuals, interaction and culture-creative IP. Questionnaires and Structural Equation Models (SEM) will be used for empirical verification. Based on the above results, all four dimensions of innovation are positively associated with consumer attraction. Consumer appeal thus increases satisfaction and serves as a partial mediator between marketing-model innovation and satisfaction. The empirical results provide a reference for modifying the new-media marketing plan of the cultural-museum institution.
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