An Empirical Study on Cultural Image, Perceived Value, and Purchase Intention: A Case of Chinese Intangible Cultural Heritage “Gambiered Canton Gauze”

Abstract

Gambiered Canton gauze is a unique double-sided silk product in Guangdong Province, China, securing its status as one of the national intangible cultural heritages (ICH) due to its exceptional yarn finishing techniques. Despite the implementation of China’s rural revitalization policy, gambiered Canton gauze did not seize the opportunity to enhance its live transmission. Instead, it encountered a small consumer market because of its high prices and weak publicity. To better inherit and promote ICH products, this study explores the relationship between their cultural images, perceived values, and purchase intention from the perspective of cultural values. The results demonstrate that the cultural images of ICH products, such as practical reason, nostalgic inheritance, and face images, exert a significantly positive impact on purchase intention. Notably, the face images conveyed by ICH products are the key factor affecting the purchase intention. In the above relationship, functional values and social values serve as intermediary factors.