Influencing Factors of Improvement of Intangible Cultural Heritage Value Affecting Consumer Purchase Intention on Cultural Products in Deyang of Sichuan

Abstract

Intangible cultural heritage can provide cultural value content for product development and marketing of cultural destinations, enabling these areas to obtain economic benefits. This study selects cultural identity as an antecedent variable. It applies the theory of planned behavior to construct the influence mechanism of cultural identity on Sichuan consumption intention in heritage tourism. In cultural development, visitors and residents have reached an everyday cognitive basis for cultural products through perceived value and cultural value perspective, guiding consumer purchase intention and promoting the continuous development of Deyang cultural products. The three research objectives are; to analyze the influence mechanism of intangible cultural heritage cultural values on consumers' intention to purchase intangible cultural heritage products in Deyang, Sichuan, to explore the influencing factors of intangible cultural heritage value on purchase intention, and to suggest the improvement of intangible cultural heritage value in cultural product sales in Deyang.