Perceived Value Dimension, Product Involvement and Purchase Intention for Intangible Cultural Heritage Souvenir

Intangible Cultural Heritage (ICH) souvenir with profound cultural connotation is a new one in China. But there are not much tourists to buy ICH souvenirs. To predict customer behavior, it necessary understand the customers’ intention and its antecedents. The study examined influence of perceived value dimension on purchase moderating role product involvement between them. This conducted an empirical Suihua city. findings were that significantly positively affected for souvenir. By hierarchy regression tests, also showed played intention.