Exploring How Perceived Value of Digital Cultural Products Influences Consumer Behavior: The Mediating Role of Flow and Attitude

다국어 초록 (Multilingual Abstract)

The integration of digital technologies into cultural industries has accelerated the rise of digital cultural and creative products, which play a vital role in cultural dissemination and consumer engagement. This study develops an integrative behavioral framework that combines Perceived Value Theory, the Theory of Planned Behavior, Flow Theory, and the Cognition-Affect-Conation model to examine how perceived value shapes consumer behavioral intention. Based on analyses of survey data from 454 valid respondents, structural equation modeling and multiple mediation analyses were used to examine how functional, emotional, and regional values affect flow experience, attitude, purchase intention, and behavioral intention. Results showed that emotional and regional value exerted the strongest influence on behavioral intention, whereas functional value primarily operated through indirect pathways. Flow experience emerged as a pivotal mediator linking perceived value to attitude and behavior, though its direct effect on purchase intention was not supported. This finding highlights that flow strengthens emotional attachment and attitudinal orientation rather than directly driving purchase motivation. Attitude and purchase intention acted as dual mediators, reinforcing the sequential progression from cognition to behavior. Theoretically, this study extends perceived value research by confirming a multidimensional structure, introducing flow as an experiential mechanism into consumer decision-making, and validating a triple-chain mediation pathway (Perceived Value FlowAttitudePurchase IntentionBehavior). Practically, the findings suggest that firms should strengthen functional design to enhance immersion, use cultural storytelling to stimulate emotional resonance, and emphasize regional identity to encourage consumption and tourism conversion.