Analysis Of Purchase Intention Of Intangible Cultural Heritage Products Based On Decomposed Theory Of Planned Behavior

The cultural industry has seen a surge in growth in recent years,with the amalgamation of culture and consumption becoming a new hotspot.The combination of culture and consumption can not only satisfy people’s increasing spiritual and cultural needs,but also enhance the consumption will and stimulate the consumption potential.The protection and inheritance of the intangible cultural heritage,which is highly valued by the party and the country,is always an important component of Chinese traditional culture.The integration of ICH and consumption offers a new model for preserving and inheriting this kind of heritage.For instance,the integration of intangible cultural heritage with Chinachina style is a new trend,and the Internet creation of intangible cultural heritage is combined with the Internet.The rapid growth of intangible cultural heritage products has led to their increasingly popular development and design;however,these products are also encountering difficulties such as product stereotypes,disconnection from the public’s aesthetic,and high prices.Therefore,from the consumer’s point of view,the research on the characteristics,the will and the influential factors of the consumer’s purchase of the intangible cultural heritage is of great significance.In this context,this paper combines the previous research results and adopts empirical analysis methods to study the factors affecting consumers’ willingness to purchase intangible cultural heritage products.First of all,this paper digs the sales data of intangible cultural heritage products on Taobao e-commerce platform,analyzes and summarizes consumers’ purchase characteristics and demand preferences,and provides some guidance for subsequent empirical analysis.Secondly,the thesis makes a summary of the study on the theory of individual decision making,combining with the concrete purchasing situation and the behavior features of the intangible cultural heritage products,putsforward assumptions and constructs a model of influencing factors for the purchase of cultural heritage products based on deconstruction planning behavior theory.The questionnaire was designed based on the mature scale of previous research.After analyzing the results of the preliminary investigation,the questionnaire was finished and sent out.In the end,383 questionnaires were collected and 303 were valid.Reliability and validity were tested with SPSS and AMOS,correlation analysis,and a structural equation model was constructed to test the hypothesis.The results showed that behavioral attitudes,subjective norms and perceived behavioral control had positive effects on the purchase intention of intangible cultural heritage products,and behavioral attitudes had the greatest impact;Perceived usefulness,perceived pleasure and cultural identity have a positive impact on behavior and attitude,of which perceived pleasure has the greatest impact;Interpersonal influence and media influence have positive influence on subjective norms;Self-efficacy and resource convenience have positive effects on perceived behavior control;Secondly,through the data analysis,it is found that consumers buy the most food intangible cultural heritage products,followed by cultural and sports goods;Most of the prices of intangible cultural heritage products purchased are in the middle and low price range;The brands with high sales volume are also in the category of food,and other products have not mature brands.Finally,according to the analysis results,the corresponding suggestions are put forward,hoping to provide an effective theoretical basis for the production and marketing enterprises of intangible cultural heritage products in the selection,production and marketing of intangible cultural heritage products.