Much research focuses on customers' satisfaction with intangible cultural heritage products, with little consideration given to residents' support toward intangible cultural heritage. Therefore, this study focuses on constructing a conceptual framework that connects the theories of the value-attitude-behavior (VAB) model and planned behavior (TPB), aiming to explain residents' behavioral support for intangible cultural heritage (Gejia batik). To test the proposed model, we collected 412 sets of on-site survey data from four representative Gejia villages, namely Fengxiang, Wangba, Tangdu, and Matang. Six out of seven examined hypotheses were supported. The results showed that social value, aesthetic value, economic value, historical value, and perceived behavioral control of residents were positively and significantly related to residents' behavioral intention, which explained 46.3 % of the variance in behavioral intention. A positive and significant relationship exists between residents' attitudes and their behavioral intentions. Residents' attitude is an intermediary between social value, aesthetic value, economic value, historical value, perceived behavioral control, and residents' behavioral intention. This work provides theoretical and practical support for government departments in formulating protective policies related to Gejia batik.
In China's vigorous development and inheritance of intangible cultural heritage, the sustainability and acceptability of intangible cultural heritage products have become a controversial subject. This study aims to explore the relationship between batik product qualia factors and the purchase intention for batik products and exammine the mediating role of consumer attitude in the relationship. We adopted quantitative research methods and used SPSS 26 and Process 2.15 software to test our hypotheses. We conducted extensive surveys of consumers of different ages, genders, income levels, and educational backgrounds, and finally, a total of 381 valid questionnaires were collected. The results showed that batik products' creativity, delicacy, beauty, and eco-friendliness were significantly and positively related to consumers' attitudes. In addition, creativity, beauty, and eco-friendliness, but not delicacy, were significantly and positively associated with consumers' purchase intention. Consumer attitude plays an intermediary role between qualia factors and purchase intention. This study analyzes Gejia batik from the perspective of qualia factors, breaking through the limitations of previous studies on the aspects of heritage protection and environmental protection. The study's results can inspire batik manufacturers or designers to enhance the competitiveness of batik design products in the tourism market.
The transformation of social development modes has led to profound changes in the pattern of intangible cultural heritage, while simultaneously posing significant challenges to its preservation. The rapid development of artificial intelligence (AI) technology has brought new development opportunities in various research fields. This study intends, by constructing and evaluating a theoretical model, to investigate whether AI-generated cultural and creative products can promote the sustainability of intangible cultural heritage. The central focus of this research is to measure the effectiveness of AI technologies in promoting the sustainability of intangible cultural heritage. The context of the research design is rooted in the attention, interest, search, action, and share (AISAS) model, incorporating theories of perceived value and cultural identity, to forecast the long-term viability of AI-generated cultural and creative products in the promotion of intangible cultural heritage. This research was conducted in Tianjin, China and carried out using quantitative methods, a questionnaire survey, and the accidental sampling method, taking a sample of 291 participants for analysis. The results show that 1) the attraction of and interest and participation in AI-generated Yangliuqing New Year Print cultural and creative products have a positive effect on perceived value; 2) the purchase and sharing of these products have a positive impact on cultural identity; 3) the perceived value has a positive impact on cultural identity; and 4) cultural identity has a positive impact on the sustainability of intangible cultural heritage. This study contributes to the theoretical development and practical application of the AISAS model and offers valuable insights into the future development trajectory of intangible cultural heritage, thereby promoting its sustainability. The limitations of this study are its small sample size and geographical restrictions. In future studies, the sample size will be expanded and will include more regions for data analysis.