Abstract
As a leading producer of gold foil, China has seen the development of gold foil cultural and creative products emerge as a key direction for the innovation and commercialization of intangible cultural heritage in recent years. However, challenges such as a lack of creativity and low purchase intention persist. This study, grounded in the SOR model, examines the factors influencing consumer purchase intentions for Chinese gold foil cultural and creative products and the underlying mechanisms. Using a combination of literature review, focus group interviews, and survey methods, five key influencing factors were identified: design aesthetics, functional value, content marketing, customer experience, and cultural identity. Empirical analysis using structural equation modeling revealed that each of these factors has a significant positive effect on consumers’ perceived value, with design aesthetics being the most prominent, which in turn enhances purchase intentions. This study not only enriches the consumer behavior theory regarding gold foil cultural products but also provides theoretical support and practical guidance for market promotion and branding strategies for these products. Furthermore, it offers insights for innovation in cultural product design and marketing strategies.
Published Version
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