Exploring Factors Influencing Consumer Purchase of Intangible Cultural Heritage: A Case Study of Lacquerware in Liangshan Prefecture, China

Abstract

This study investigates the multifaceted factors that influence consumer purchasing decisions regarding intangible cultural heritage products, focusing on lacquerware in Liangshan Prefecture, China. Intangible cultural heritage represents a unique intersection of tradition, craftsmanship, and cultural significance, contributing to a region's identity and heritage preservation. In the context of lacquerware, this research aims to discern the key elements shaping consumer behaviors and choices. The research methodology employs a combination of qualitative and quantitative approaches, including surveys, interviews, and observation, to gather comprehensive insights. Key factors explored include cultural appreciation, product authenticity, perceived value, social influence, and marketing strategies. Through a thorough analysis, the study aims to delineate the intricate relationships between these factors and consumer preferences in the context of intangible cultural heritage. The findings of this research contribute to both academic scholarship and practical applications in the fields of heritage preservation and marketing. Understanding the factors influencing consumer behavior towards intangible cultural heritage products can aid policymakers, marketers, and local artisans in developing effective strategies to promote and sustain these traditional crafts. Additionally, the study underscores the importance of preserving and promoting cultural heritage as an integral part of sustainable development, ensuring the continued vitality of these unique traditions in a rapidly changing global market