Mathematical Modeling of Cultural Identity on Consumption Intentions of Intangible Cultural Heritage Products of Martial Arts

Yi-jun, Huang; Huang, Zhifeng; Lv, Qinghua

doi:10.46719/dsa202029115

Cited by 1 publication

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“…Destinations are rife with various brands of very similar ICH-souvenirs, which somewhat cause difficulty for tourists' purchasing choices. Compared with previous literature that argued cultural identity as the prepositive variable of purchase intention for ICH-souvenirs (Huang and Lyu, 2019;Li et al, 2020), Guo et al (2022) pointed out that cultural identity could not account for the fact that tourists choose to purchase a certain brand while facing very similar products. Given this, this study took the brand identity of personal and social types as mediating factors to demonstrate the antecedents of tourists' purchase intention for ICH-souvenirs.…”

Section: Brand Identitymentioning

confidence: 73%

Intangible cultural heritage souvenirs: image congruity and brand influence on tourists’ purchase intention

Guo

Zhu

2023

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Purpose Based on object–object congruity, this study aims to clarify the driving factors and antecedent mechanism of tourists’ willingness to purchase intangible cultural heritage (ICH)-souvenirs. Design/methodology/approach This study used a five-point Likert scale to collect data and proposed a structural equation model to explore this issue. Findings ICH-inheritor/souvenir-congruity is positively related to tourists’ purchase intention for ICH-souvenirs and perceived authenticity; perceived authenticity and brand identity play a chain mediating effect between ICH-inheritor/souvenir-congruity and the purchase intention for ICH-souvenirs. Research limitations/implications This paper excludes individual, situational and cultural factors, ignoring the possible moderating roles of these factors. This treatment simplifies the feasibility of the present study but might lead to the deviation between the results of the current research and the actual outcomes. Practical implications The retailers of ICH-souvenirs should encourage the ICH-inheritors to endorse and promote their products while creating. They could tell a good story about their experience or create entertainment experiences for tourists through hand-in-hand teaching. Originality/value This study explores the driving factors and antecedent mechanism of tourists’ purchase intention for ICH-souvenirs from the third perspective of image congruity theory, namely, object–object congruity. Visual Abstract

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Section: Brand Identitymentioning

confidence: 73%

Intangible cultural heritage souvenirs: image congruity and brand influence on tourists’ purchase intention

Guo

Zhu

2023

View full text Add to dashboard Cite

show abstract

Mathematical Modeling of Cultural Identity on Consumption Intentions of Intangible Cultural Heritage Products of Martial Arts

Cited by 1 publication

References 0 publications

Intangible cultural heritage souvenirs: image congruity and brand influence on tourists’ purchase intention

Intangible cultural heritage souvenirs: image congruity and brand influence on tourists’ purchase intention

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