FACTORS INFLUENCING JEWELRY PURCHASE INTENTIONS AMONG CONSUMERS
DOI:
https://doi.org/10.35631/AIJBES.829083Keywords:
Cultural Design, Consumer Perception, Dunhuang Flying Apsaras, Jewelry Design, Purchase Intention, Social InfluenceAbstract
Jewelry inspired by cultural heritage is valued not only for its appearance but also for the meanings associated with the culture from which the design originates. This study examines the relationships between cultural elements in design, consumer perception, social influence, and the intention to purchase jewelry inspired by the Dunhuang Flying Apsaras in Gansu, China. The study draws on the Theory of Planned Behavior (TPB), particularly its concepts of attitude and subjective norm. Consumer perception is considered in relation to attitudinal evaluation, while social influence represents the normative dimension. Cultural elements are examined separately as a design-related factor. Data were collected from 150 respondents in Gansu using convenience sampling. The analysis included descriptive statistics, reliability and normality tests, followed by Pearson’s correlation. Among the three factors examined, consumer perception had the strongest relationship with purchase intention (r = 0.641, p < 0.001). This was followed by social influence (r = 0.592, p < 0.001) and cultural elements in design (r = 0.494, p < 0.001). The results suggest that consumers' responses to heritage-inspired jewelry are associated with how they evaluate the product, the social environment surrounding their choices, and the cultural qualities represented in the design. These findings provide further insight into consumer responses to culturally inspired jewelry within the regional context of Gansu.
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