With the severity of the current epidemic and the rapid development of science and technology, museums need to keep pace with the times for sustainable operation. This study will conduct questionnaire comparison, analysis, and comparison based on consumers' opinions on the purchase behavior of museums in cultural and creative products. Through the results of the questionnaire, It is concluded that "Consumer Profile", "Product Recognition", "Purchase Motivation" and "Purchase Intention" influence each other on the purchase of museum cultural and creative products.