Examining the Impact of the Design of Cultural Products of the Yinxu in Anyang, China on Consumer Purchase Intention Based on the Theory of Perceived Value

Consumer purchase intentions for cultural products at China's Yinxu World Heritage Site are significantly influenced by four key value dimensions: functional, cognitive, emotional, and price. A study using focus group interviews and SPSS analysis revealed that multifunctional design, novelty, cultural experience, and price suitability are the strongest drivers of consumer behavior. The research suggests that integrating creative design, unique styling, and interactive experiences can enhance cultural product appeal while maintaining affordability. These findings provide actionable insights for marketing Yinxu's heritage products and offer a model for other UNESCO sites seeking to boost engagement through value-driven innovation.

Kuang, J.-l., & Chung, W.-J. (2024). Examining the Impact of the Design of Cultural Products of the Yinxu in Anyang, China on Consumer Purchase Intention Based on the Theory of Perceived Value. Korea Institute of Design Research Society, 9(4), 240–251. https://doi.org/10.46248/kidrs.2024.4.240