The Influence of Perceived Cultural Identity on Consumer Purchase Intention of Ethnic Cultural Products: The Mediating Role of Perceived Value

Abstract

Based on the theory of perceived value, this study focuses on the factors influencing consumer purchase intention of ethnic cultural products, with a particular emphasis on the impact of perceived cultural identity of ethnic cultural products on purchase intention. The study introduces perceived value theory as a mediating variable to examine how perceived cultural identity influences consumer purchase intention of ethnic cultural products through emotional value, social value, and functional value. Through descriptive statistics and bootstrap analysis, this study explores the effects of perceived cultural identity on consumer purchase intention of ethnic cultural products and the mediating role of perceived value. The results of the bootstrap analysis indicate that perceived cultural identity of ethnic cultural products does not directly affect consumer purchase intention, but emotional value, social value, and functional value positively influence consumer purchase intention and mediate the relationship between perceived cultural identity and purchase intention of ethnic cultural products.