Factors in consumers' purchase intention for Gejia batik

Area of Science:

• Cultural Heritage Studies
• Consumer Behavior
• Marketing

Background:

• Intangible cultural heritage (ICH) development in China faces challenges in product sustainability and acceptability.
• Batik products, a form of ICH, require examination of factors influencing consumer purchasing decisions.
• Understanding consumer perception is crucial for the economic viability and preservation of traditional crafts.

Purpose of the Study:

• To investigate the relationship between batik product qualia factors and consumer purchase intention.
• To examine the mediating role of consumer attitude in this relationship.
• To provide insights for enhancing the market competitiveness of batik products.

Main Methods:

• Quantitative research methodology employing surveys.
• Data collected from 381 consumers across diverse demographics.
• Statistical analysis using SPSS 26 and Process 2.15 software.

Main Results:

• Batik product creativity, beauty, and eco-friendliness positively correlate with consumer attitudes.
• Creativity, beauty, and eco-friendliness significantly influence purchase intention.
• Consumer attitude acts as a mediator between qualia factors and purchase intention.

Conclusions:

• Qualia factors significantly impact consumer attitudes and purchase intentions for batik products.
• Consumer attitude is a key mediating factor in the decision-making process.
• Findings offer actionable insights for batik manufacturers and designers to improve market competitiveness.