Cultural Identity and Value Perception as Drivers of Purchase Intention: A Structural Equation Model Analysis of Cultural Products in Luoyang City

Abstract

This study employs structural equation modeling (SEM) to assess how cultural identity and values influence purchase intentions for cultural creative products in Luoyang. Analyzing data collected via questionnaires from 374 tourists between June and August 2024, we hypothesize that cultural identity directly impacts purchase intentions, while cultural values mediate the relationships among perceived product quality, social value, and travel experience. The findings confirm the direct impact of cultural identity on consumer decisions and the mediating role of cultural values, offering strategic insights for enhancing consumer interest and purchasing behavior towards cultural products. This research enriches the theoretical discourse on consumer behavior within cultural contexts and informs sustainable tourism and product strategies in historical cities.