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

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  • Ping Dong

    (School of International Exchange and Education, Chodang University, Muan-gun 58530, Jeollanamdo, Republic of Korea)

  • Xuefeng Li

    (MBA Education Center, Business School, Henan University of Science and Technology, Luoyang 471023, China)

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.

Suggested Citation

  • Ping Dong & Xuefeng Li, 2025. "Cultural Identity and Value Perception as Drivers of Purchase Intention: A Structural Equation Model Analysis of Cultural Products in Luoyang City," Sustainability, MDPI, vol. 17(3), pages 1-17, February.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:3:p:1317-:d:1584873
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    References listed on IDEAS

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    1. Zhenzhen Qin & Yao Song & Yao Tian, 2019. "The Impact of Product Design with Traditional Cultural Properties (TCPs) on Consumer Behavior Through Cultural Perceptions: Evidence from the Young Chinese Generation," Sustainability, MDPI, vol. 11(2), pages 1-17, January.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Francesca Pratesi & Lala Hu & Riccardo Rialti & Lamberto Zollo & Monica Faraoni, 2021. "Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study," Italian Journal of Marketing, Springer, vol. 2021(3), pages 227-247, September.
    4. Yisitie Xing & Chang-Hyun Jin, 2023. "The Impact of Cultural Values on Attitude Formation toward Cultural Products: Mediating Effects of Country Image," Sustainability, MDPI, vol. 15(14), pages 1-19, July.
    5. Katharina Petra Zeugner-Roth & Vesna Žabkar & Adamantios Diamantopoulos, 2015. "Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective," Post-Print hal-01563043, HAL.
    6. Francesca Pratesi & Lala Hu & Riccardo Rialti & Lamberto Zollo & Monica Faraoni, 2021. "Correction to: Cultural dimensions in online purchase behavior: evidence from a cross-cultural study," Italian Journal of Marketing, Springer, vol. 2021(3), pages 295-295, September.
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