Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis.

ABSTRACT: With the increasing popularity of e-commerce live streaming, understanding purchase intentions for cultural heritage products in this context is crucial, prompting the analysis based on the ABC attitude theory. This study investigates how creative products of intangible cultural heritage influence consumers' purchase intentions within the framework of e-commerce live streaming. It further explores the mediating influence of consumer satisfaction in this association, utilizing the ABC attitude theory. The research design encompasses dimensions related to creative products of intangible cultural heritage, e-customer satisfaction, and purchase intention. Confirmatory factor analysis and Structural Equation Modeling (SEM) are utilized to examine the research hypotheses. The study reveals that

SUBMITTER: Yingqing X 

PROVIDER: S-EPMC10982898 | biostudies-literature | 2024 Mar

REPOSITORIES: biostudies-literature