Analysis of influence of Jinxiu handicraft immersive experience on purchase action in AIDMA model -- based on SPSS21 and AMOS23 software

Abstract

In order to promote the protection, inheritance, innovation and development of shanxi folk intangible cultural heritage and solve the back-end marketing problems, questionnaire survey and field investigation were used to understand the marketing problems of Shanxi Embroidery handicrafts, combined with AIDMA model analysis. This paper attempts to construct a quaternity immersive experience model of "museum + guide + experience store + sales store". SPSS21 and AMOS23 software are used to demonstrate the questionnaire data, and the final empirical results are obtained. The results show that the immersive experience model has a significant positive effect on consumers' purchasing actions, and has varying degrees of influence on attracting attention, arousing interest, generating demand and desire, and forming memory, especially on attracting attention. The results show that the immersive experience is suitable for the marketing of Shanxi Jin embroidery handicrafts, and this model provides a new idea for the marketing of shanxi intangible cultural heritage-related cultural and creative products.