Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis
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 influenc...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/112115/1/PIIS2405844024025015.pdf |
| _version_ | 1817927739268661248 |
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| author | Yingqing, Xu Mohd Hasan, Nurul Ain Mohd Jalis, Farhana Muslim |
| author_facet | Yingqing, Xu Mohd Hasan, Nurul Ain Mohd Jalis, Farhana Muslim |
| author_sort | Yingqing, Xu |
| collection | UPM |
| description | 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 perceived product quality, perceived interactivity, and professionalism
among streamer factors, as well as perceived entertainment among scene factors, positively influence consumer satisfaction. Additionally, intangible cultural heritage has a positive effect on
consumers’ purchase intention toward creative products of intangible cultural heritage.
Furthermore, consumer satisfaction serves as a mediating factor in the relationship between
perceived product quality, perceived professionalism and interactivity, perceived entertainment,
and consumers’ purchase intention. This study is limited to creative products of intangible cultural heritage and involved a relatively small sample size. Moreover, certain perceptual dimensions of e-commerce live streaming were excluded from the analysis. Originality/value – This
study contributes to the existing literature on the ABC theory by developing a model that examines consumer satisfaction and purchase intention. The model employed in this study integrates perceptual dimensions pertaining to creative products of intangible cultural heritage
within the framework of e-commerce live streaming, utilizing the ABC theory. Additionally, this
research contributes to addressing a gap in the existing literature by specifically focusing on the
category of creative products of intangible cultural heritage within the broader discourse on
dimensions in e-commerce live streaming. Thus, this study presents numerous diverse perspectives that can serve as a basis for further research into the integration of e-commerce live
streaming and cultural and creative products associated with intangible cultural heritage. |
| first_indexed | 2024-12-09T02:23:14Z |
| format | Article |
| id | upm.eprints-112115 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-12-09T02:23:14Z |
| publishDate | 2024 |
| publisher | Elsevier |
| record_format | dspace |
| spelling | upm.eprints-1121152024-10-23T03:11:50Z http://psasir.upm.edu.my/id/eprint/112115/ Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis Yingqing, Xu Mohd Hasan, Nurul Ain Mohd Jalis, Farhana Muslim 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 perceived product quality, perceived interactivity, and professionalism among streamer factors, as well as perceived entertainment among scene factors, positively influence consumer satisfaction. Additionally, intangible cultural heritage has a positive effect on consumers’ purchase intention toward creative products of intangible cultural heritage. Furthermore, consumer satisfaction serves as a mediating factor in the relationship between perceived product quality, perceived professionalism and interactivity, perceived entertainment, and consumers’ purchase intention. This study is limited to creative products of intangible cultural heritage and involved a relatively small sample size. Moreover, certain perceptual dimensions of e-commerce live streaming were excluded from the analysis. Originality/value – This study contributes to the existing literature on the ABC theory by developing a model that examines consumer satisfaction and purchase intention. The model employed in this study integrates perceptual dimensions pertaining to creative products of intangible cultural heritage within the framework of e-commerce live streaming, utilizing the ABC theory. Additionally, this research contributes to addressing a gap in the existing literature by specifically focusing on the category of creative products of intangible cultural heritage within the broader discourse on dimensions in e-commerce live streaming. Thus, this study presents numerous diverse perspectives that can serve as a basis for further research into the integration of e-commerce live streaming and cultural and creative products associated with intangible cultural heritage. Elsevier 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/112115/1/PIIS2405844024025015.pdf Yingqing, Xu and Mohd Hasan, Nurul Ain and Mohd Jalis, Farhana Muslim (2024) Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis. Heliyon, 10 (5). art. no. e26470. pp. 1-13. ISSN 2405-8440 https://www.cell.com/heliyon/fulltext/S2405-8440(24)02501-5?_returnURL=https%3A%2F%2Flinkinghub.elsevier.com%2Fretrieve%2Fpii%2FS2405844024025015%3Fshowall%3Dtrue 10.1016/j.heliyon.2024.e26470 |
| spellingShingle | Yingqing, Xu Mohd Hasan, Nurul Ain Mohd Jalis, Farhana Muslim Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis |
| title | Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis |
| title_full | Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis |
| title_fullStr | Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis |
| title_full_unstemmed | Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis |
| title_short | Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis |
| title_sort | purchase intentions for cultural heritage products in e commerce live streaming an abc attitude theory analysis |
| url | http://psasir.upm.edu.my/id/eprint/112115/1/PIIS2405844024025015.pdf |
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