A Study of Consumers’ Ambivalent Attitude Toward Cultural Creative Products

Heda Zhang; Siyang Wen; Lin Lin; Sheng Luo; Tianxiang Song

doi:10.2991/978-2-494069-31-2_398

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A Study of Consumers’ Ambivalent Attitude Toward Cultural Creative Products

Authors

Heda Zhang¹^{, *}, Siyang Wen¹, Lin Lin¹, Sheng Luo¹, Tianxiang Song¹

¹Beijing University of Chemical Technology, Beijing, China

^*Corresponding author. Email: mengyb433@163.com

Corresponding Author

Heda Zhang

Available Online 29 December 2022.

DOI: 10.2991/978-2-494069-31-2_398 How to use a DOI?
Keywords: ambivalent attitude; cultural creative products; purchase intention
Abstract: 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.
Copyright: © 2022 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 29 December 2022
ISBN: 978-2-494069-31-2
ISSN: 2352-5398
DOI: 10.2991/978-2-494069-31-2_398 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

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  -

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