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...
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| Format: | Article |
| Language: | English |
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Springer Nature
2025-07-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-025-05192-1 |
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| author | Bo Zhang Yannan Zhang |
| author_facet | Bo Zhang Yannan Zhang |
| author_sort | Bo Zhang |
| collection | DOAJ |
| description | 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 specific mechanism is still unclear. To this end, this study proposes a research model based on the Means-End Chain (MEC) framework to unpack the influence of parasocial interaction and vicarious learning on the viewers’ perceived value and purchase intention of ICH products, including the moderating effect of perceived enjoyment. 376 responses were obtained using a self-reported survey and analyzed employing structural equation modeling. The results revealed that (1) Both parasocial interaction and vicarious learning have a positive effect on perceived value; (2) Perceived value positively predicts purchase intention; (3) Perceived enjoyment negatively moderates the effects of parasocial interaction and vicarious learning on perceived value. This study provided a new perspective to study the viewers’ intention to purchase ICH products, enriching the relevant theories and practices of ICH. |
| format | Article |
| id | doaj-art-be36a81cb5b7491c880921b5eca0bedd |
| institution | DOAJ |
| issn | 2662-9992 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Springer Nature |
| record_format | Article |
| series | Humanities & Social Sciences Communications |
| spelling | doaj-art-be36a81cb5b7491c880921b5eca0bedd2025-08-20T03:03:24ZengSpringer NatureHumanities & Social Sciences Communications2662-99922025-07-0112111310.1057/s41599-025-05192-1Understanding viewers’ purchase of intangible cultural heritage (ICH) products: a perspective of the Means-End Chain (MEC) frameworkBo Zhang0Yannan Zhang1Northeastern UniversityNortheastern UniversityAbstract 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 specific mechanism is still unclear. To this end, this study proposes a research model based on the Means-End Chain (MEC) framework to unpack the influence of parasocial interaction and vicarious learning on the viewers’ perceived value and purchase intention of ICH products, including the moderating effect of perceived enjoyment. 376 responses were obtained using a self-reported survey and analyzed employing structural equation modeling. The results revealed that (1) Both parasocial interaction and vicarious learning have a positive effect on perceived value; (2) Perceived value positively predicts purchase intention; (3) Perceived enjoyment negatively moderates the effects of parasocial interaction and vicarious learning on perceived value. This study provided a new perspective to study the viewers’ intention to purchase ICH products, enriching the relevant theories and practices of ICH.https://doi.org/10.1057/s41599-025-05192-1 |
| spellingShingle | Bo Zhang Yannan Zhang Understanding viewers’ purchase of intangible cultural heritage (ICH) products: a perspective of the Means-End Chain (MEC) framework Humanities & Social Sciences Communications |
| title | Understanding viewers’ purchase of intangible cultural heritage (ICH) products: a perspective of the Means-End Chain (MEC) framework |
| title_full | Understanding viewers’ purchase of intangible cultural heritage (ICH) products: a perspective of the Means-End Chain (MEC) framework |
| title_fullStr | Understanding viewers’ purchase of intangible cultural heritage (ICH) products: a perspective of the Means-End Chain (MEC) framework |
| title_full_unstemmed | Understanding viewers’ purchase of intangible cultural heritage (ICH) products: a perspective of the Means-End Chain (MEC) framework |
| title_short | Understanding viewers’ purchase of intangible cultural heritage (ICH) products: a perspective of the Means-End Chain (MEC) framework |
| title_sort | understanding viewers purchase of intangible cultural heritage ich products a perspective of the means end chain mec framework |
| url | https://doi.org/10.1057/s41599-025-05192-1 |
| work_keys_str_mv | AT bozhang understandingviewerspurchaseofintangibleculturalheritageichproductsaperspectiveofthemeansendchainmecframework AT yannanzhang understandingviewerspurchaseofintangibleculturalheritageichproductsaperspectiveofthemeansendchainmecframework |