Perceived Value Dimension, Product Involvement and Purchase Intention for Intangible Cultural Heritage Souvenir

Intangible Cultural Heritage (ICH) souvenir with profound cultural connotation is a new one in China. But there are not much tourists to buy ICH souvenirs. To predict customer behavior, it is necessary to understand the customers’ intention and its antecedents. The study examined the influence of perceived value dimension on purchase intention and the moderating role of product involvement between them. This study conducted an empirical study on ICH souvenir in Suihua city. The findings were that perceived value dimension significantly and positively affected purchase intention for ICH souvenir. By hierarchy regression tests, the findings also showed product involvement played moderating role between perceived value dimension and purchase intention.