Using the DEMATEL Method to Explore the Critical Factors That Influence Visitors to Purchase Museum Cultural Products

摘要

For museums, creating new ways of making income involves implementing pictures, symbols, and cultural elements into cultural products. Many previous studies in marketing about the purchasing behaviors of products only focus on two categories: price and functions. While this focus may have been true in the past, the purpose of this study is to investigate the criteria that consumers use when purchasing cultural products. This study provides cultural product marketing strategies for museums. Developing a marketing strategy is a Multiple-Criteria Decision-Making (MCDM) problem. This study uses the decision-making trial and evaluation laboratory (DEMATEL) technique, which constructs the interactive relationships among the various criteria and subcriteria-including the purchasing of cultural products and building of each criterion's influential network relationship map (INRM). The results of this study provide marketing managers at museums with an idea-based understanding of how to create marketing strategies that enhance visitors' needs.