Research on the Influence of Colour Composition of Cultural Creative Products on Consumers' Purchase Intention

Abstract

Cultural and creative products are the products of the fusion of spiritual culture and material culture. They focus on the product's functionality and reflect humanistic care and emotional expression through product design. Colour is one of the important forms of expression of cultural and creative product design. By designing the composition of colours, people's daily aesthetic needs can be met. The visual impact of colours can evoke a sense of pleasure and identity with cultural and creative products, thereby affecting consumer purchasing intentions.

Therefore, this study aims to empirically analyze the impact of the colour composition of cultural and creative products on consumer purchase intention, using consumer perception as a mediator variable. A rigorous questionnaire was formed through pre-research and randomly distributed to artistic and creative product consumers in four representative cities. The sample size for this study was 500, with a recovery of 418 and a recovery rate of 83.6%. The study was statistically analysed and reliability analyses were conducted using SPSS and validation factor analyses were conducted using AMOS.Finally, establish a structural equation model based on theoretical models and relational assumptions, analyze the model's fit, and test the research hypotheses. The research results indicate that the hypothesis that the colour composition of cultural and creative products is positively correlated with consumer purchase intention is partially supported, the assumption that the colour composition of artistic and innovative products is positively associated with consumer perception is supported, the hypothesis that consumer perception is positively correlated with consumer high purchase intention is supported, and the assumption that consumer perception plays a mediating role between the colour composition of cultural and creative products and consumer purchase intention is partially supported.