FROM "BROWSING" TO "PURCHASING": BARRIERS AND ENHANCEMENT STRATEGIES FOR CONSUMERS' PURCHASE INTENTION IN INTANGIBLE CULTURAL HERITAGE E-COMMERCE
Keywords:
ICH E-commerce, Purchase intention, Consumer segmentation, Regression analysis, Promotion strategyAbstract
The deep integration of intangible cultural heritage (ICH) and e-commerce provides a new path for the transmission of traditional culture. However, this development process faces numerous challenges, and the formation mechanism of consumers' purchase intention in this context requires further in-depth investigation. Based on 358 consumer questionnaires, this study diagnoses issues in ICH e-commerce across five dimensions: Product Information and Presentation, Cultural Perception and Trust, Price and Value Perception, Logistics and After-Sales Service Experience, and Service and Interaction. It employs cluster analysis, multiple regression, and group heterogeneity analysis to reveal the obstacles and promotion paths for purchase intention. The study finds that logistics and after-sales service experience, along with product information and presentation, are the most significant positive factors influencing purchase intention, while price perception has no direct significant effect. Consumers can be segmented into four groups: Mature and Steady, Generation Z Novelty-Seeking, Potential Wait-and-See, and Sophisticated Quality-Conscious, each with significantly different pain points and drivers.References
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