A study of the influence of value perception of intangible cultural heritage handicraft products on consumers purchase intention

Name: Lu Haiqiang

keyword: Independent Study

ThaSH: Marketing

Classification :.DDC: 658.8342

; value perception

ThaSH: Marketing research

; cultural identity

ThaSH: Consumer behavior

; product familiarity

ThaSH: Consumer satisfaction

; purchase intention

Abstract: The improvement of living standards has prompted people to pursue the satisfaction of their spiritual needs, and non-heritage handicraft products with local cultural characteristics have attracted more and more attention. The industrialisation change brought about by the innovation of production technology has had a great impact on the survival and development of non-heritage handicraft products, and the productive protection of non-heritage handicrafts has received more and more attention from the society. From the perspective of consumers, complex psychological emotions affect consumers’ perception of product value, which in turn affects their purchase intention and behaviour. It is of great significance for the survival and development of enterprises to explore the mechanism of value perception of non-heritage handicraft products on consumer purchase intention. Therefore, this study proposes the following research objectives: 1. To explore the impact of value perception (functional, emotional, knowledge and educational, social) of intangible cultural heritage artefacts on consumers’ purchase intention. 2. To examine how value perception of intangible cultural heritage artefacts influences consumers’ cultural identity. 3. To examine how cultural identity affects consumers’ purchase intention. 4. To examine the mediating role of cultural identity in the relationship between value perception and purchase intention for intangible cultural heritage handicrafts. 5. To examine the moderating role of product familiarity in the relationship between value perception and purchase intention for intangible cultural heritage artefacts, and its moderating role on different dimensions of value perception (functional, emotional, knowledge and educational, social). 6. To examine the moderating role of product familiarity in the relationship between cultural identity and purchase intention. This study used a quantitative research method to conduct a questionnaire survey on consumers who have experienced non-heritage handicraft products, and finally obtained 330 valid questionnaires, with a valid questionnaire recovery rate of 90.2%. The data were subjected to descriptive statistical analysis, reliability and validity analysis, correlation analysis and regression analysis, and the research hypotheses were tested. The results show that value perception significantly and positively affects consumer purchase intention, value perception significantly and positively affects cultural identity, cultural identity significantly and positively affects consumer purchase intention, the mediating effect of cultural identity on the relationship between value perception and purchase intention is significant, and the moderating effect of product familiarity on the relationship between cultural identity and consumer purchase intention is significant.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Qiu Chao

Role: Advisor

Created: 2567

Modified: 2568-06-09

Issued: 2025-06-09

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

©copyrights SIAM UNIVERSITY

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	LuHaiqiang.pdf	539.24 KB

ใช้เวลา

0.033968 วินาที