In recent years, with the rapid increase in cultural consumption among Chinese residents, a trend known as ‘Guochao’ (national tide) has quietly emerged and surged, resulting in record-breaking attendance at museums nationwide. Concurrently, cultural and creative products launched by various museums, such as the Palace Museum and Henan Museum, have received widespread acclaim from consumers. However, time and geographical constraints make it difficult for people to appreciate and purchase these cultural and creative products offered by different museums. Digital museums, leveraging digital technology, have emerged as an effective solution to this problem. This paper constructs a research model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and structural equation modeling, proposing relevant hypotheses. We utilize SPSS 22.0 and AMOS21.0 to test these hypotheses. The study explores users’ continuous intention to use digital museums and their willingness to purchase cultural and creative products from digital museum platforms from perspectives such as performance expectancy, effort expectancy, social influence, facilitating conditions, and hedonic motivation. The research indicates that performance expectancy, social influence, and hedonic motivation significantly positively affect users’ continuous usage intention, whereas the impact of effort expectancy and facilitating conditions is not significant. Furthermore, users’ continuous usage intention also has a significant positive effect on their purchasing intention. The related recommendations can not only help digital museums enhance users’ continuous usage intention but also provide guidance for increasing users’ willingness to purchase cultural and creative products.