Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model
In the information society, the media exert a key influence on the consumer selection of intangible cultural heritage (ICH) products. Drawing on the literature of cultural identity, product involvement, and willingness to buy, this paper constructs and verifies the theoretical model of media influen...
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| Format: | Article |
| Language: | English |
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Wiley
2021-01-01
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| Series: | Discrete Dynamics in Nature and Society |
| Online Access: | http://dx.doi.org/10.1155/2021/4664998 |
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| author | Yijun Huang Qinghua Lv Jian Lin |
| author_facet | Yijun Huang Qinghua Lv Jian Lin |
| author_sort | Yijun Huang |
| collection | DOAJ |
| description | In the information society, the media exert a key influence on the consumer selection of intangible cultural heritage (ICH) products. Drawing on the literature of cultural identity, product involvement, and willingness to buy, this paper constructs and verifies the theoretical model of media influence-cultural identity-willingness to buy ICH products, with ICH product consumers as the objects. The results show that the media have a significantly positive effect on cultural identity, which in turn significantly promotes the willingness to buy, but the media do not significantly affect the willingness to buy. Cultural identity fully mediates the media influence on the willingness to buy. Referring to relevant studies on product involvement, the samples were divided into a set of high involvement and a set of low involvement. The moderating effect analysis reveals that the higher the product involvement, the more significant the effect of media on cultural identity and the more prominent the influence of cultural identity on the willingness to buy. Finally, the authors discussed the managerial implications of the research results for ICH inheritors and enterprises. |
| format | Article |
| id | doaj-art-5123fa441c664a1996bf82c656a20e46 |
| institution | Kabale University |
| issn | 1026-0226 1607-887X |
| language | English |
| publishDate | 2021-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Discrete Dynamics in Nature and Society |
| spelling | doaj-art-5123fa441c664a1996bf82c656a20e462025-02-03T01:25:11ZengWileyDiscrete Dynamics in Nature and Society1026-02261607-887X2021-01-01202110.1155/2021/46649984664998Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator ModelYijun Huang0Qinghua Lv1Jian Lin2Business School, Huaqiao University, Quanzhou 362021, ChinaBusiness School, Huaqiao University, Quanzhou 362021, ChinaTan Siu Lin Business School, Quanzhou Normal University, Quanzhou 362000, ChinaIn the information society, the media exert a key influence on the consumer selection of intangible cultural heritage (ICH) products. Drawing on the literature of cultural identity, product involvement, and willingness to buy, this paper constructs and verifies the theoretical model of media influence-cultural identity-willingness to buy ICH products, with ICH product consumers as the objects. The results show that the media have a significantly positive effect on cultural identity, which in turn significantly promotes the willingness to buy, but the media do not significantly affect the willingness to buy. Cultural identity fully mediates the media influence on the willingness to buy. Referring to relevant studies on product involvement, the samples were divided into a set of high involvement and a set of low involvement. The moderating effect analysis reveals that the higher the product involvement, the more significant the effect of media on cultural identity and the more prominent the influence of cultural identity on the willingness to buy. Finally, the authors discussed the managerial implications of the research results for ICH inheritors and enterprises.http://dx.doi.org/10.1155/2021/4664998 |
| spellingShingle | Yijun Huang Qinghua Lv Jian Lin Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model Discrete Dynamics in Nature and Society |
| title | Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model |
| title_full | Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model |
| title_fullStr | Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model |
| title_full_unstemmed | Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model |
| title_short | Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model |
| title_sort | media influence and the willingness to buy intangible cultural heritage products a moderated mediator model |
| url | http://dx.doi.org/10.1155/2021/4664998 |
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