TITLE:
Influencing Factors on Tourists’ Purchase Intention for Intangible Cultural Heritage Souvenir: A Case of Wangkui Shadow Souvenir
AUTHORS:
Haiying Liu, Chanchai Bunchapatanasakda, Chuantong Zhang, Shujuan Zhao, Dan Wang
KEYWORDS:
Intangible Cultural Heritages, Wangkui Shadow Souvenir, Hedonic Value, Utilitarian Value, Attitude of Protection and Development, Perceived Prob-lem, Customer Satisfaction, Purchase Intention
JOURNAL NAME:
Modern Economy,
Vol.10 No.11,
November
21,
2019
ABSTRACT: Souvenir purchase has been considered as an
important component of tourism, so it is necessary to understand the purchase
intention and its antecedents. The research examined the influence of hedonic
value, perceived problem, utilitarian value, customer satisfaction, attitude of
protection and development on purchase intention. This research conducted an
empirical study on one of intangible cultural heritage souvenirs, Wangkui
shadow souvenirs. Selection of the sample was done by using purposive sampling
with one criterion: the tourists who had travelled in Wangkui city. Data were
collected by using questionnaires and 500 tourists participated in this study.
The data were analyzed by using Structural Equation Modeling (SEM) with Amos
computer program. The findings showed that hedonic value, utilitarian value had
significant positive effect on customer satisfaction; customer satisfaction had
a significant positive effect on purchase intention; hedonic value, utilitarian
value had significant positive effect on attitude of protection and development;
attitude of protection and development had a significant positive effect on the
purchase intention; perceived problem had no significant positive effect on customer
satisfaction and attitude of protection and development, but it had a
significant negative effect on purchase intention.