Factors Influencing Tourists’ Purchase Intention of Jingdezhen Ceramic Cultural and Creative Products
Keywords:
Jingdezhen;, Ceramic Cultural and Creative Products;, Perceived Value;, Demographic Characteristics;, PurchaseAbstract
This research aimed to study 1) the influence mechanism of perceived value and demographic characteristics on tourists' purchase intentions for Jingdezhen ceramic cultural and creative products, 2) the differential effects of various dimensions of perceived value, and 3) the moderating role of demographic variables in purchase decisions. The sample consisted of 438 tourists visiting Jingdezhen, selected through stratified random sampling based on scenic spot types and tourist origins. The instrument for collecting data was a structured questionnaire, designed with reference to academic research and tailored to the characteristics of Jingdezhen's ceramic cultural and creative industry. Data were processed and analyzed using SPSS 26.0 and Excel, employing descriptive statistics, reliability analysis, validity analysis, and multiple regression analysis. The research results were found as follows: 1) All five dimensions of perceived value (functional value, social value, emotional value, epistemic value, and conditional value) had a significant positive impact on purchase intentions, with emotional value and functional value showing the strongest effects. 2) Demographic variables such as region, gender, age, education level, income, and travel frequency exhibited significant differences in purchase intentions. 3) The study highlights the importance of integrating cultural emotion with functional practicality in product design, tailoring marketing strategies to different demographic groups, and leveraging government policy support to enhance the market competitiveness and cultural dissemination power of Jingdezhen ceramic cultural and creative products.
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