Influencing Factors on Tourists’ Purchase Intention for Intangible Cultural Heritage Souvenir: A Case of Wangkui Shadow Souvenir

Abstract

Souvenir purchase has been considered as an important component of tourism, so it is necessary to understand the purchase intention and its antecedents. The research examined the influence of hedonic value, perceived problem, utilitarian value, customer satisfaction, attitude of protection and development on purchase intention. This research conducted an empirical study on one of intangible cultural heritage souvenirs, Wangkui shadow souvenirs. Selection of the sample was done by using purposive sampling with one criterion: the tourists who had travelled in Wangkui city. Data were collected by using questionnaires and 500 tourists participated in this study. The data were analyzed by using Structural Equation Modeling (SEM) with Amos computer program. The findings showed that hedonic value, utilitarian value had significant positive effect on customer satisfaction; customer satisfaction had a significant positive effect on purchase intention; hedonic value, utilitarian value had significant positive effect on attitude of protection and development; attitude of protection and development had a significant positive effect on the purchase intention; perceived problem had no significant positive effect on customer satisfaction and attitude of protection and development, but it had a significant negative effect on purchase intention.