Yijun Huang, Zhifeng Huang and Qinghua Lv. Mathematical Modeling of Cultural Identity on Consumption Intentions of Intangible Cultural Heritage Products of Martial Arts. Dynamic Systems and Applications 29 (2020) No. 11, 3177 – 3201

https://doi.org/10.46719/dsa202029115

ABSTRACT.
Intangible cultural heritage products (ICHPs) of martial arts have distinct attributes of local cultural symbols. Investigating the influence dynamics mechanism of cultural identity on consumption intentions to increase the attention to ICHPs of martial arts in cultural market has important management implications for inheritors or enterprises. According to the correlation mathematical equations of the mediating variable (Y=cX+e₁; M=aX+e₂; Y=c’X+bM+e₃), the study establishes a theoretical model with “cultural identity—-attendance intention—-merchandise purchase intention, media consumption intention” by using structural equation model and multiple regression analysis. In the case of decentralization of all variables, the regression coefficients a, b and c’ are tested in turn, the results show that cultural identity has a greater direct impact on attendance intention, and a non-significant impact on merchandise purchase intention, while cultural identity has both direct and indirect impacts on media consumption intention, which is dominated by the indirect effect. Attendance intention plays a full mediating role in cultural identity affecting merchandise purchase intention, and a partly mediating role in cultural identity affecting media consumption intention. The study also tested cultural identity’s impact on consumption intentions from its four dimensions: product recognition, affective commitment, group affiliation, and cultural self-esteem.

Keywords: cultural identity, consumption intentions, intangible cultural heritage products of martial arts, mathematical modeling.