Factors in consumers' purchase intention for Gejia batik.

ABSTRACT: In China's vigorous development and inheritance of intangible cultural heritage, the sustainability and acceptability of intangible cultural heritage products have become a controversial subject. This study aims to explore the relationship between batik product qualia factors and the purchase intention for batik products and exammine the mediating role of consumer attitude in the relationship. We adopted quantitative research methods and used SPSS 26 and Process 2.15 software to test our hypotheses. We conducted extensive surveys of consumers of different ages, genders, income levels, and educational backgrounds, and finally, a total of 381 valid questionnaires were collected. The results showed that batik products' creativity, delicacy, beauty, and eco-friendliness were significantly and

SUBMITTER: Li X 

PROVIDER: S-EPMC10756975 | biostudies-literature | 2024 Jan

REPOSITORIES: biostudies-literature