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This study explores the influence of the perceived value of Jingdezhen ceramic consumers on their purchase intention, as well as the mediating effect of cultural identity and the moderating effect of product familiarity.This study explores the effects of value perception, cultural identity and product familiarity on consumers' purchase intention of Jingdezhen ceramic products.The structural equation model was used to analyze the data of 400 tourists in Jingdezhen.The results show that functional value, emotional value, knowledge education value and social value have significant positive effects on purchase intention, and cultural identity plays a partial mediating role in these relationships.Product familiarity positively moderates the effects of value perception and cultural identity on purchase intention.This study is helpful to fully understand the influencing factors of consumers' willingness to buy cultural products, and provides important practical enlightenment for the marketing personnel of Jingdezhen ceramic industry.
Chen et al. (Thu,) studied this question.