Research on the Influencing Factors of Consumers' Purchase Intention of Cultural and Creative Products of Intangible Cultural Heritage based on SOR Theory

Shuang Liu; Weiwei Ma

doi:10.54097/0rxcgt02

Authors

Shuang Liu
Weiwei Ma

DOI:

https://doi.org/10.54097/0rxcgt02

Keywords:

SOR, Cultural and Creative Products of Intangible Cultural Heritage, Purchase Intention, Influencing Factors

Abstract

The purpose is to explore the design path of cultural and creative products of intangible cultural heritage from a consumer perspective. The method is based on the SOR model. By constructing a structural equation model of the influencing factors of consumer purchase intention for cultural and creative products of intangible cultural heritages, the relationship between cultural value, aesthetic value, online word-of-mouth and other stimulating factors, consumer satisfaction, and purchase intention is empirically analyzed. Conclusion: The cultural value, aesthetic value, and online reputation of cultural and creative products of intangible cultural heritage are important factors that affect consumers' purchasing intentions. They can meet consumers' needs, improve consumer satisfaction, and thus generate purchasing intentions. This method not only provides scientific basis for the design of intangible cultural and creative products, but also expands the research ideas and methods of intangible cultural heritage.

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