Understanding viewers’ purchase of intangible cultural heritage (ICH) products: a perspective of the Means-End Chain (MEC) framework
Abstract The live streaming of intangible cultural heritage (ICH) has innovated the trading and marketing methods of ICH products, promoting the prosperity of the ICH market. However, there is still limited research on how the live streaming of ICH pushes viewers to consume ICH products, and the spe...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2025-07-01
|
| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-025-05192-1 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|