With the rapid development of digital technology, in the post-pandemic era, consumption patterns have changed, and emotional value-based consumption has increased. The digitalization of cultural heritage has become an important way for cultural and museum institutions to innovate in communication and commercial development. As the largest ancient art and culture museum in China, the Palace Museum has carried out extensive digitalization practices, providing many excellent cases for research. This paper mainly studies the digitalization process of the cultural heritage of the Palace Museum from the perspective of consumers and how the digitalization of cultural heritage (3D modeling, AR and VR) affects consumers' purchase intention by influencing their perceived value (cultural identity, functional value, emotional value) and consumer participation. Data was collected from 100 consumers through questionnaires and combined with secondary data collection. The research found that online digital experiences positively regulate the path from cultural identity to purchase intention. The combination of online and offline channels forms a closed loop of "experience - identity - consumption", greatly enhancing the value of cultural consumption.
Cai Xin'er (Wed,) studied this question.