Research On The Influence Of Intangible Cultural Heritage Handicraft Product Value Perception On Consumers’ Purchase Intention

With the improvement of living standards,people began to pursue the satisfaction of spiritual needs.Intangible cultural heritage handicrafts with local cultural characteristics began to attract increasingly more attention.The industrial transformation brought about by the innovation of production technology has caused a huge impact on the survival and development of intangible cultural heritage handicraft products.The productive protection of intangible cultural heritage handicrafts is increasingly receiving social attention.With the support of national policies,government departments at all levels have followed the principle of "protection first,rescue first,rational utilization,inheritance and development",making intangible cultural heritage handicrafts an important form of inheriting and disseminating the connotation and value of intangible cultural heritage handicrafts,supporting the development of experience tourism of intangible cultural heritage handicrafts,and encouraging the development of intangible cultural heritage handicrafts industry,so that consumers can experience the characteristics and value of intangible cultural heritage handicrafts products with different cultural backgrounds in different situations.From the perspective of consumers,complex psychological emotions will affect consumers’ perception of product value,and then affect their purchase intention and behavior.Value perception is a subjective feeling.Different product shapes,patterns,colors,functions and different consumption experiences will make consumers have different feelings.Therefore,exploring the mechanism of the influence of perceived value of intangible cultural heritage handicraft products on consumer purchase intention is of great significance for the survival and development of enterprises.At present,the academic research on intangible cultural heritage handmade products mainly focuses on the cultural connotation,artistry,design and development of the products.This paper takes the value perception of intangible cultural heritage handicrafts products as the starting point,combined with the actual situation of the consumer market,studies the mechanism of the impact of product value perception on consumers’ purchase intention,as well as the role of cultural identity and product familiarity.Based on referencing relevant research results from scholars at home and abroad,as well as conducting in-depth interviews with experts and scholars,a theoretical model was constructed to explore the impact of perceived value of intangible cultural heritage handicraft products on purchase intention.A survey was conducted on consumers who have experienced intangible cultural heritage handicraft products,and the collected data was analyzed using descriptive statistics,reliability and validity analysis,correlation analysis,and regression analysis,and the research hypotheses were tested.The results show that perceived value significantly and positively affects consumers’ purchase intention and cultural identity.Cultural identity also significantly and positively influences consumers’ purchase intention and acts as a mediator between perceived value and purchase intention.Additionally,product familiarity has a significant moderating effect on consumers’ purchase intention.Based on this conclusion,this paper puts forward some marketing suggestions to improve consumers’ value perception and purchase intention,and provides valuable theoretical guidance for promoting the innovation of intangible cultural heritage handicrafts.