Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis

• Main Authors: Yingqing, Xu, Mohd Hasan, Nurul Ain, Mohd Jalis, Farhana Muslim
• Format: Article
• Language: English
• Published: Elsevier 2024
• Online Access: http://psasir.upm.edu.my/id/eprint/112115/1/PIIS2405844024025015.pdf; http://psasir.upm.edu.my/id/eprint/112115/; https://www.cell.com/heliyon/fulltext/S2405-8440(24)02501-5?_returnURL=https%3A%2F%2Flinkinghub.elsevier.com%2Fretrieve%2Fpii%2FS2405844024025015%3Fshowall%3Dtrue
• Institution: Universiti Putra Malaysia

With the increasing popularity of e-commerce live streaming, understanding purchase intentions for cultural heritage products in this context is crucial, prompting the analysis based on the ABC attitude theory. This study investigates how creative products of intangible cultural heritage influenc...