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Research on the Influence of Intangible Cultural Heritage Product Marketing Strategy on Guizhou Consumers' Purchase Intention

Guanbin Li


Traditional cultural products have been seen as part of sustainable social and economic development. Culturally innovative products with derivative elements are attracting more attention and becoming an essential tool for conveying product aesthetics and underlying traditional culture. Recently, the critical role of the younger generation in inheriting contemporary values has been much discussed on purchase intention with influencing factors of enjoyable value, practical value, sales behavior, consumer satisfaction, consumer perception, cultural recognition, and perceived scarcity. The three research objectives are; to analyze the influence of intangible cultural heritage product marketing strategies on consumers' purchase intention in Guizhou, to explore the impact of intangible cultural heritage product marketing strategy, and to suggest the improvement of purchase intention on intangible cultural heritage products.


Intangible Cultural Heritage; Product Marketing Strategy; Purchase Intention

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Xia Q. (2019). A study on public awareness of intangible cultural heritage and willingness to purchase intangible cultural heritage products: Taking Suzhou City as an example. Journal of Yibin University. Vol 19(11), p.9-21.

Gao L. and Zhang M. (2018). Influencing factors and mechanism of consumers' willingness to purchase intangible cultural heritage products. Economics and Management Research. Vol 39(1), p.10-25.

Shen S. (2021). Research on the marketing strategy of Jiangxi's intangible cultural heritage products from the perspective of new media. Identification and Appreciation of Cultural Relics. Vol 13, p.3-15.

DOI: http://dx.doi.org/10.18686/fm.v7i5.6505