| As the concept of cultural self-confidence gradually took root,people began to pay attention to traditional culture.The development of the e-commerce industry and the vigorous growth of Intangible Cultural Heritage culture have slowly appeared in the public’s field of vision,more and more ICH products have also appeared on e-commerce platforms,"ICH +Internet" provides more channels for the sales of ICH products,and the reasons for causing consumers to be interested in products are studied,cultural attributes as the added value of ICH products,attracting consumers to buy,consumers’ cultural identity of the product,is the leading cause of consumers’ online purchase.Nowadays,consumers like to show their personality by buying different products,and e-commerce platforms provide new channels to discover different products,and people can buy different products according to their personal preferences.At the same time,ICH products have rich value,and different values can be obtained and experienced by purchasing their products.Firstly,taking S-O-R theory and planning behavior theory as the theoretical basis,taking cultural identity as the starting point,combined with the relevant research of ICH products,the influence of cultural identity on the online purchase intention of ICH products is discussed.This thesis takes cultural identity as the independent variable,refers to the research of previous scholars,divides cultural identity into three aspects: cognitive,emotional and behavioral identity,introduces perceived value as the intermediary variable,and takes online purchase intention as the dependent variable to construct a model of cultural identity-perceived value-online purchase intention.In addition,consumer knowledge is introduced as a moderating variable for in-depth study.The influence mechanism of cultural identity on the online purchase intention of ICH products was analyzed,and a research hypothesis was proposed.Secondly,based on relevant research on cultural identity,perceived value and online purchase intention at home and abroad,a questionnaire scale was designed based on the characteristics of ICH products,and the questionnaire was distributed through online social platforms.SPSS 25 and AMOS 25 software were used to analyze the reliability and validity analysis,correlation analysis,structural equation model test of 411 samples,and then verified the collected questionnaire data,and then verified the model and concluded:(1)cultural identity can directly affect consumers’ online purchase intention,among which cognitive identity,emotional identity and behavioral identity directly have a positive and significant impact on consumers’ online purchase intention;(2)The indirect path of cultural identity affecting consumers’ online purchase intention of ICH products can be realized through the perception of functional value,emotional value,and social value,among which the mediating role of perceived emotional value is more significant;(3)Consumer knowledge has a significant moderating effect on cultural identity affecting consumers’ willingness to purchase ICH products online,and plays a positive regulating role.Finally,based on the above research results,the proposed theoretical model is supported by data.This thesis takes increasing consumers’ cultural identity and perception of the value of ICH products as the starting point,and puts forward management suggestions,in order to improve consumers’ perception of ICH and value to narrow the connection between ICH products and consumers,and then stimulate consumers’ willingness to purchase online.Retelling the stories behind ICH and establishing emotional connections with consumers will enable consumers to have the opportunity to have an in-depth understanding of the value of ICH products,which is conducive to increasing online sales of ICH products and promoting the upgrading of ICH industry to achieve sustainable development. |
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