Research on the Development Strategy of Cultural and Creative Products of Libraries from the Perspective of Consumer Behavior

ABSTRACT In recent years, there has been a notable trend and exemplary practice among libraries in effectively developing cultural and creative products. This endeavor not only foster the creative transformation and innovative development of culture, but also meets the escalating demand for high‐quality cultural consumption. Focusing on the consumption behavior of library culture and creative products in China, underscores the critical consideration for libraries, including the evolution of the consumption themes, addressing the symbolic consumption demands, creating new consumption scenarios, enhancing product quality, and augmenting consumer service awareness. Our findings highlight the importance of product diversity and aesthetic appeal, the fulfillment of commemorative value and social value, and the balancing of emotional and cognitive satisfaction in consumer demand. Moreover, the effective integration of both online and offline channels and leveraging the influence of Key Opinion Leader (KOL) are recommended marketing strategies. Regarding pricing, consumers are sensitive to price, preferring products of high quality and originality within reasonable price ranges. Finally, the study highlights the significance of enhancing the overall purchase experience and service quality, which significantly influence subsequent consumption behavior.