COGNITIVE DESIGN MECHANISM OF INTANGIBLE CULTURAL HERITAGE CONSUMPTION: AN EMPIRICAL STUDY OF SHANXI STILTED BEAST MASK CULTURAL PRODUCTS

Abstract

The commercialization of intangible cultural heritage (ICH) requires not only aesthetic transformation but also psychological activation mechanisms. This study investigates the cognitive - design transmission mechanism underlying consumer purchase intention toward Shanxi Stilted Beast Mask cultural products. A design - based mixed-method approach was employed, combining prototype reconstruction and quantitative survey analysis. First, representative beast-mask prototypes were reconstructed through symbolic extraction, geometric simplification, and contemporary visual translation. Second, a questionnaire survey involving 400 respondents was conducted to empirically examine the relationships among ICH cognition, cultural identity, perceived value, and purchase intention. Reliability and validity tests indicated satisfactory measurement quality (Cronbach’s Alpha > 0.80; KMO > 0.85; Bartlett’s Test, p < .001). Regression analysis revealed that ICH cognition significantly predicted cultural identity (β = .64, p < .001), cultural identity significantly influenced perceived value (β = .58, p < .001), and perceived value strongly predicted purchase intention (β = .72, p < .001). Mediation analysis further confirmed that cultural identity and perceived value jointly mediated the relationship between cognition and purchase intention, accounting for 62% of the total effect. The study proposes a Cognitive - Design Transmission Model that explains how visual reconstruction of cultural symbols can activate consumer cognition, strengthen cultural identity, enhance perceived value, and ultimately promote purchase intention. The findings provide both theoretical support and practical guidance for the sustainable transformation of intangible cultural heritage into contemporary cultural and creative products.

Keywords: Intangible Cultural Heritage, Stilted Beast Masks, Cultural Identity, Perceived Value, Purchase Intention, Cultural and Creative Design