A Study on The Influence of Perceived Product Innovation on The Purchase Intention of Rangbala Intangible Cultural Heritage Products (ICHP)

Abstract

Purpose—Intangible Cultural Heritage Products (ICHP) refer to handicrafts designated as intangible cultural heritage. This paper investigates the influence of consumer perception of product innovation on the willingness to purchase Intangible Cultural Heritage Products and the mediating role of consumer perceived value in this influence. Design/Method/Approach—Based on an online questionnaire survey, 506 valid questionnaire responses were collected. Data analysis was conducted using SPSS and Smart PLS software to study the impact of perceived product innovation and perceived value on the willingness to purchase ICHP. Findings—The study’s results indicate that the two dimensions of perceived product innovation, namely perceived novelty and perceived innovative significance, significantly influence consumers' willingness to purchase ICHP. Additionally, the three dimensions of perceived value—functional value, emotional value, and social value—significantly affect consumers' willingness to purchase ICHP. Moreover, perceived value mediates between perceived product innovation and purchase intention. Practical Implications—Current research suggests that ICHP should be innovated upon the foundation of traditional craftsmanship. Furthermore, this paper emphasizes the importance of consumer perceived value in influencing the willingness to purchase ICHP. Originality/Value—This paper systematically explores the conditions and processes of consumer willingness to purchase ICHP, extending the research framework of consumer behavior towards ICHP. Additionally, this paper contributes to the targeted design, production, and marketing of ICHP, catering to the needs and preferences of cultural consumers and promoting the sustainable protection and inheritance of intangible cultural heritage.